EFFECTIVi 


lUSINESS  LiiT'^F. 


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Graduate  School  of  Business  Administration 

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By  the  Author  of  This  Volume 


EFFECTIVE  BUSINESS  LETTERS 

Definite  instructions,  ranging  from  details  to  general  principles 
of  structure  and  tone. 

191S  (i6th  printing,  1924).     376  pages.     $3.00 

NEW  COLLECTION  METHODS 

Specific  methods  for  concerns  in  various  lines.  Credit  and 
collections  department  organizations.  Successful  collection 
letters. 

1918  (4th  printing,  1923).     467  pages.     S4.00 

The  Ronald  Press  Company,  Publishers 
20  Vesey  Street,  New  York 


EFFECTIVE 
BUSINESS   LETTERS 


Their  Requirements  and  Preparation,  with  Specific 

Directions  for  the  Various  Types  of 

Letters  Commonly  Used 

in  Business 


BY 


EDWARD  HALL  GARDNER,  M.A. 

Professor  of  Business  Administration, 
University  of  Wisconsin 


Sixteenth  Printing 

NEW  YORK 

THE  RONALD  PRESS  COMPANY 

1924 


56502 


COPYRIGHT  1915 
BY 
THE   RONALD    PRESS   COMPANY 


^  Blu.  Admin, 

»  Library 

?  HF 

t  5726 

PREFACE 

«       This  book  is  written  for  those  who  are  in  business,  or 
who  intend  to  enter  business. 

It  endeavors  to  supply  the  need  for  a  handbook  which 

will  contain  in  systematic  form  the  principles  embodied 

in  the  best  modern  business  letters.     Such  a  book  has 

^    been  needed  by  the  business  man  for  reference,  and  by 

^  the  teacher  in  high  schools,  colleges,  universities,  and 

•\J^  business  colleges,  for  use  as  a  text. 

The  trend  of  modern  business  has  been  toward  raising 
letters  to  the  standards  of  modem  advertising,  and  to- 
0.  ward  applying  these  standards  as  much  to  one  kind  of 
'  letter  as  to  another.  To  attain  good  salesmanship  and 
to  express  the  ideals  of  service  and  truthfulness  in  every 
letter  is  the  purpose  of  the  best  firms  today.  This  book 
endeavors  to  show  by  means  of  a  detailed  treatment  of 
each  type  of  letter  and  the  circumstances  which  it  is  to 
meet,  just  how  that  purpose  is  carried  out. 

The  real  standard  of  the  language  of  business  letters 
is  the  same  as  the  standard  of  any  English  prose.  There 
is  no  difference  between  "business  English"  arfd  good 
English.  It  would  be  vain,  however,  for  this  book  to 
recommend  that  standard  if  business  writers  were  not 
already  adopting  it.  I  have  tried,  therefore,  not  to  com- 
bat usage  but  to  follow  the  best  usage,  and  my  great  debt 
is  to  the  good  writers  of  the  business  world  whose  precept 
and  example  are  represented  here. 
In  tht  belief  that  writers  prefer  a  short,  clear  state- 


iv  PREFACE 

ment  to  a  lengthy  balancing  of  opinions,  and  that  what 
is  good  will  recommend  itself,  I  have  not  gone  into  much 
discussion  on  the  points  presented  in  these  pages,  though 
I  am  well  aware  that  dogmatizing  has  its  dangers  and 
that  ardent  controversy  might  be  started  over  some  of 
the  conclusions  here  presented.  Absolute  certainty  in 
many  of  them  can  probably  never  be  reached,  and  the 
best  that  one  can  do  is  to  follow  the  apparent  consensus 
of  the  best  examples  and  opinions. 

The  book  has  developed  from  work  during  the  past  five 
years  with  classes  in  the  Course  in  Commerce  in  the 
University  of  Wisconsin,  to  whom  I  owe  thanks  for 
numberless  suggestions.  My  colleagues  have  helped  me 
generously,  but  especial  thanks  are  due  to  Professor 
Ralph  Starr  Butler  for  aid  and  counsel. 

The  writings  on  this  subject  by  A.  G.  Belding  and  by 
the  authors  in  the  employ  of  the  System  Company  have 
afforded  valuable  suggestions.  Professor  Edwin  C. 
Woolley's  Handbook  of  Composition  has  provided  a 
model  for  the  organization  of  material. 

My  obligations  to  firms  that  have  allowed  me  to  study 
and  use  their  correspondence  and  to  quote  from  their 
experience,  are  far  too  numerous  to  be  expressed,  I  owe 
a  particular  debt,  however,  to  the  cordial  assistance  of 
Butler  Brothers,  Marshall  Field  and  Company,  Hibbard 
Spencer  Bartlett  Company,  Montgomery  Ward  and 
Company,  and  Wilson  Brothers,  of  Chicago. 

Edvstard  H.  Gardner. 
Madison,  Wisconsin. 
February  4,  1915. 


CONTENTS 

Part  I — General  Principles  op  Business 
Correspondence 

chapter  page 

I.     The  Opportunity  of  Business  Letters    .     .       1 

II.    Writing  the  Letter 10 

Part  II — Appearance  and  Correctness 

III.  The  Make-up  of  the  Letter 25 

IV.  Paper   and   Envelopes — Printing   on   the 

Letter  Sheet 49 

V.    Mistakes  in  Language    . 56 

Part  III — Directions  for  Specific  Types  of  Letters 

VI.     Letters  Asking  Information — Letters  Giv- 
ing or  Refusing  Information     ....     72 
VII.     Letters  Ordering  Goods — Remittances  and 

Enclosures 81 

VIII,     Acknowledgments — Notice  of  Shipment    .     86 

IX.     Adjustment  Letters 93 

X.     Credit  Letters 137 

XI.     Collection  Letters — Principles  Involved    .  168 

XIL  "  "     —The  Follow-up   .     .     .183 

XIIL  "  "     —Special  Phases  .     .     .206 

XIV.     Sales  Letters— First  Principles    ....  233 

XV,       "  "     —Building  the  Letter  .    .    .243 

Y 


vi  CONTENTS 

CHAPTER  PAGE 

XVI.  Sales  Letters— Follow-up  Letters      .     .     .267 

XVII.  "           "     — Special  Casesr— Illustrations  285 

XVIII.     Applications  for  Positions 307 

XIX.  Recommendations  and  Introductions    .     .  315 

Part  IV — Miscellaneous 

XX.     Principles  of  Effective  Writing    .     .     .    .319 

XXI.    Form  Letters 328 

XXII.    Filing  Correspondence .  337 

Appendices 
appendix 

I.     Telegrams,  Cablegrams,  Abbreviations      .  343 
II.    Exercises 346 


Effective  Business  Letters 

Part  I — General  Principles  of  Business 
Correspondence 


Chapter  I 
The  Opportunity  op  Business  Letters 

1.  Importance  of  letters.  The  increased  importance 
of  letters  in  the  business  field  has  made  it  necessary  for 
every  business  man  to  understand  how  to  write  and  to 
ase  them,  if  he  is  to  keep  abreast  of  modem  methods. 

2.  Improvement  in  letters.  Until  a  few  years  ago, 
most  letters  were  written  with  small  attention  to  their 
appearance  or  their  composition.  They  were  loaded  with 
errors,  and  with  a  strange  jargon  of  "stock  phrases"; 
they  had  the  awkward  brevity  of  telegrams,  omitting  pro- 
nouns and  every  word  not  considered  vital  to  the  mean- 
ing. Today,  a  retail  customer  dealing  with  a  good  house 
may  well  be  surprised  if  the  letters  he  receives  are  not 
courteous,  tasteful  in  appearance,  and  clearly  written  in 
good  English.  When  he  sends  in  an  order,  he  usually 
receives  such  accurate  and  intelligent  correspondence 
about  it,  and  any  difficulties  are  smoothed  out  so  tact- 
fully, that  he  may  well  feel  more  at  ease  when  buying  by 
mail  than  when  buying  in  person.  The  excellent  practice 
of  the  large  houses  is  spreading  to  the  smaller  ones,  and 

1 


2  BUSINESS    CORRESPONDENCE 

from  the  retail  to  the  wholesale  field.  In  one  department 
of  business  after  another,  poor  letters  are  becoming  the 
exception,  and  good  letters  the  rule. 

3.  Improvement  due  to  increase  in  numbers.  "What 
are  the  reasons  for  this  general  reform  ? 

First  comes  the  enormous  increase  in  the  number  of 
routine  letters,  caused  by  the  distance  between  buyer 
and  seller.  The  growth  of  commerce  and  the  improve- 
ment of  communication  by  railroad,  telephone,  tele- 
graph, and  post-office  systems  have  made  it  possible  for 
wholesaler  and  retailer,  manufacturer  and  jobber,  retail 
customer  and  mail-order  firm,  though  living  at  great 
distances,  to  do  business  successfully  with  each  other. 
Letters  perform  nearly  all  of  this  service.  They  are  the 
shuttles  that  fly  back  and  forth  to  weave  the  web  of 
commerce. 

4.  Value  as  records.  Even  where  the  distance  is 
not  so  great,  and  where  the  telephone  would  serve,  the 
letter  has  preference,  because  it  gives  a  record  of  the 
transaction.  The  carbon  copy  is  filed  by  the  sender  and 
the  typewritten  original  is  put  on  file  by  the  receiver. 
"Without  this  easy  and  safe  way  of  insuring  that  each 
detail  of  the  transaction  is  available  for  immediate  ref- 
erence, modern  business,  so  enormous  and  complex, 
could  not  be  carried  on. 

5.  Improvement  in  sales  letters.  The  second  cause 
for  the  reform  in  business  correspondence  is  the  in- 
crease and  improvement  of  sales  letters.  For  the  cost  of 
a  single  visit  by  a  salesman  several  hundred  letters  maj 


OPPORTUNITY    OF    BUSINESS    LETTERS  3 

be  sent  out,  and  each  may  be  made  nearly  as  effective 
as  a  personal  visit.  The  work  achieved  by  these  letters 
has  been  the  marvel  of  the  business  world.  Every  mer- 
chant has  seen  the  power  of  a  message  that  can  be  sent 
cheaply  and  surely,  straight  to  the  hand  of  the  pros- 
pective customer;  and  from  the  retailer  who  sends  out 
two  or  three  seasonal  announcements,  to  the  house  that 
solicits  all  its  new  business  by  mail,  sellers  of  every  type 
have  employed  the  postage  stamp  as  their  salesman. 
Sales  letters  have  shared  the  improvement  that  has  come 
to  every  form  of  advertising,  until  now  no  pains  are 
thought  too  great  to  make  them  conform  to  the  highest 
standards  of  attractiveness  and  effective  writing,  so  that 
they  may  perform  their  work  better. 

6.  Influence  upon  the  routine  letter.  The  improved 
sales  letter  has  had  an  influence  upon  the  letter  which 
transacts  routine  business.  The  vast  and  intricate  mech- 
anism of  correspondence  already  existed  between  the 
seller  and  the  buyer.  Why  should  not  every  routine  let- 
ter be  regarded  as  the  personal  representative  of  the 
house,  and  be  written  so  well  that  it  would  make  a  friend 
of  the  reader? 

Today  this  possibility  is  well  established  as  the  op- 
portunity of  business  letters. 

Care  can  be  taken  not  only  to  write  the  letter  clearly 
and  correctly,  but  to  insure  that  it  is  neat  and  attract- 
ive in  appearance ;  to  make  it  not  only  concise  and  in- 
telligent in  transacting  its  business,  but  also  vigorously 
interested  in  the  welfare  of  the  customer  and  eager  to 
show  him  every  consideration.     The  routine  letter  can 


4  BUSINESS    CORRESPONDENCE 

communicate  the  personality  of  the  house  as  well  ai*  its 
own  subject  matter,  making  the  reader  feel  that  the 
writer  is  a  man  and  not  a  machine.  The  aim  of  the 
house  can  be  to  give  service  in  each  transaction  and  to 
express  the  spirit  of  that  service  so  clearly  in  letters  that 
the  buyer  will  have  increased  confidence  in  the  seller; 
and  the  seller  will  be  able  to  rely  more  fully  on  the  good 
faith  of  the  buyer. 

On  the  one  hand,  this  idea  was  the  outgrowth  of  com- 
petition; of  the  demand  that  each  unit  of  the  business 
mechanism  possess  the  greatest  effectiveness.  On  the 
other  hand  it  was  the  expression  of  the  fact  that  Ameri- 
cans live  in  their  business  and  strive  to  make  it  a  pleas- 
ant life.  It  is  certain  that  this  new  spirit  has  become 
one  of  the  most  potent  influences  in  modern  business, 
and  that  letters  have  been  the  chief  agent  of  its  ex- 
pression. 

7.  Need  for  system.  If  letters  are  to  be  well  writ- 
ten they  must  be  systematized.  They  are  too  numerous 
in  any  business  to  be  handled  intelligently  if  they  are 
regarded  as  a  mass  of  haphazard  units.  Think  how 
many  letters  are  required  to  complete  each  selling 
operation.  Before  a  house  can  sell  to  a  new  cus- 
tomer on  credit  it  must  ascertain  his  financial  stand- 
ing. If  the  information  given  in  Dun's  or  Bradstreet's 
is  not  sufficient,  a  letter  can  be  written  to  the  man  him- 
self, asking  details  about  his  business,  or  to  reputable 
merchants  in  his  neighborhood  or  to  banks  which  know 
him.  When  he  makes  remittances,  or  if  he  does  not  make 
them  according  to  the  terms  agreed  upon,  or  if  misunder 


OPPORTUNITY    OF    BUSINESS    LETTERS  S 

standings  arise,  letters  of  acknowledgment,  of  collection, 
or  of  explanation  must  be  written.  All  these  require 
so  much  tact  and  so  much  knowledge  of  the  customer,  of 
credit  policies,  and  of  the  business  of  the  house,  that  in 
a  large  business  a  separate  department  of  credits  and 
collections  is  given  the  sole  charge  of  them. 

Again,  when  an  order  is  sent  in,  it  must  be  acknowl- 
edged, and  the  probable  date  of  its  shipment  indicated. 
If  the  house  does  not  stock  any  part  of  the  order,  or  is 
temporarily  out  of  it ;  if  it  must  delay  shipment  for  any 
other  reason,  or  substitute  an  article  on  its  own  respon- 
sibility ;  if  some  part  of  its  complex  mechanism  is  out  of 
gear  and  the  order  is  overlooked,  wrongly  selected,  mis- 
sent,  or  carelessly  packed;  if  in  traveling  by  freight  or 
express  it  becomes  damaged  or  lost;  if  the  customer  re- 
fuses to  accept  the  goods  or  wishes  to  return  part  of 
them — for  any  of  these  reasons  letters  must  be  written 
adjusting  matters  to  the  satisfaction  of  both  parties. 

Or  if  a  wholesale  house  has  salesmen  on  the  road  and 
regular  customers  scattered  over  a  territory,  from  time 
to  time  it  will  need  to  announce  new  prices  or  changes 
in  policy,  in  goods  carried,  in  the  members  of  its  force,  or 
in  location;  letters  must  be  written  about  facts  in  its 
business  which  salesman  or  customers  need  to  know. 

8.  Classifying  correspondence.  Because  these  situ- 
ations constantly  recur  they  can  be  analyzed  and  pro- 
vided for,  and  principles  laid  down  with  reference  to 
them.  Then  as  problems  in  letter  writing  arise  the  cor- 
respondent can  classify  them — first  according  to  the  large 
divisions,  such  as  sales^  adjustments,  collections,   and 


6  BUSINESS    CORRESPONDENCE 

the  like;  then  according  to  the  typical  situations  under 
them.     Thus  he  writes  more  rapidly  and  confidently. 

In  a  large  house,  where  a  separate  department  has 
charge  of  each  division  of  the  correspondence,  and  prob- 
lems of  different  kinds  are  assigned  to  different  indi- 
viduals, the  careful  classifying  and  exact  handling  of 
correspondence  is  seen  at  its  best.  But  there  is  no 
reason  why  the  smaller  business  should  not  show  equal 
«kill  in  systematizing  its  letter  writing,  if  it  will  become 
familiar  with  the  necessary  principles. 

9.  Know  your  business.  To  become  a  successful 
correspondent,  first  acquire  a  deep,  thorough  familiarity 
with  your  house  and  its  goods.  Follow  the  goods  through 
the  process  of  manufacturing  and  become  acquainted 
with  their  use,  so  that  you  have  confidence  in  them. 
Understand  the  house  organization  so  that  you  can  ap- 
preciate its  policies  and  know  the  value  of  the  men 
comprising  it.  To  do  this  is  to  become  a  loyal  member 
of  the  house  and  to  develop  an  enthusiasm  that  will 
show  in  all  the  letters  you  write. 

10.  Know  your  customers.  Second,  know  your  cus- 
tomers, who  they  are,  what  they  want,  and  how  they  live. 
One  large  house  doing  a  mail  business  with  retailers 
sends  its  letter-writing  salesmen  out  to  visit  its  cus- 
tomers, to  study  their  needs  and  form  friendships  with 
them.  To  understand  people  in  this  way  and  to  write  to 
them  understandingly  requires  imagination;  but  every- 
one can  have  imagination  to  some  degree.  The  "nar- 
rowing effect"  of  business  is  not  seen  in  the  chiefs  of  the 
business  world  because  they  have  imagination. 


OPPORTUNITY    OF    BUSINESS    LETTERS  7 

11.  Cultivate  primary  virtues.  Third,  cultivate  the 
primary  virtues  of  sympathy,  patience,  genuine  cour- 
tesy, and  kindliness.  No  letter  writer  can  succeed  un- 
less he  deliberately  and  of  set  purpose  practices  these 
qualities ;  for  without  their  aid  he  cannot  write  a  cordial 
and  courteous  reply  to  a  letter  that  irritates  him — and 
to  write  such  letters  is  an  every-day  necessity  in  busi- 
ness.   A  virtue  is  as  easy  to  cultivate  as  a  vice. 

12.  Be  sincere.  Fourth,  be  absolutely  and  obviously 
sincere.  Falsehood  is  bound  to  discover  itself  and  dis- 
credit the  user,  so  that  he  loses  forever  the  hold  he 
wishes  to  gain  on  his  customers.  The  advantages  he 
thinks  to  gain  by  a  plausible  trick  will  be  secured  only 
with  careless  readers,  and  a  reputation  for  unreliable 
dealing  is  hard  to  live  down.  Any  appearance  of  insin- 
cerity is  particularly  dangerous  in  business  done  by  mail, 
for  the  customer's  distance  from  you  gives  him  small 
chance  to  reform  his  impressions  of  you. 

13.  Aim  at  personal  style.  Fifth,  aim  at  a  "per- 
sonal quality"  in  your  style,  in  order  to  convey  an  im- 
pression of  sincerity  and  of  interest  in  the  person  ad- 
dressed. To  secure  this  quality,  follow  two  general 
principles : 

(a)  Imitate  the  tone  of  conversation.  "Write  as  cor- 
dially and  personally  as  if  you  were  face  to  face  with 
your  correspondent.  Avoid  formal,  set  phrases.  Use  a 
vocabulary  full  of  interesting  words.  Employ  direct 
questions.    Address  the  reader  as  ''you." 

Warning.  But  letters  must  always  be  more  dignified 
than  conversation.     In  an  interview,  the  expression  of 


8  BUSINESS    CORRESPONDENCE 

the  speaker's  face  helps  to  explain  the  meaning  of  his 
words;  his  smile  corrects  a  possible  impression  of  rude- 
ness or  curtness.  If  he  sees  that  the  other  man  mis- 
understands him  he  can  offer  immediate  explanation. 
Letters  have  not  that  aid  and  so  must  avoid  over- 
familiarity  for  fear  it  will  be  misunderstood.  Likewise 
they  must  avoid  humor,  for  fear  it  will  be  taken  for 
sarcasm.  Letters  must  be  more  compact  than  conversa- 
tion; the  shortest  interview  is  longer  than  a  letter  on 
the  same  subject  would  need  to  be.  To  use  a  personal 
style  does  not  mean  that  the  writer  need  compose  long 
letters.  And,  finally,  letters  must  be  more  direct  than 
conversation;  they  must  state  the  subject  at  once  and 
pass  from  point  to  point  with  a  rapidity  that  would  be 
curt  in  a  spoken  interview. 

(b)  Imitate  the  social  letter.  Since  ordinary  let- 
ter writing  between  friends  has,  through  centuries  of 
practice,  developed  a  form  and  style  that  most  nearly 
reproduces  on  paper  the  courtesy  and  personal  quality 
of  face-to-face  intercourse,  it  is  natural  that  business 
letters  follow  the  style  of  social  letters  as  far  as  they 
can. 

Warning.  But  just  as  it  is  bad  taste  for  a  salesman, 
in  matters  of  business,  to  act  with  all  the  informality  of 
a  friend,  so  it  is  bad  taste  for  business  letters  to  copy 
exactly  the  appearance  and  the  style  of  social  letters. 
Examples  of  the  right  and  the  wrong  use  of  this  princi- 
ple will  be  found  especially  in  Chapter  III,  * '  The  Make- 
up of  the  Letter,"  and  in  Chapter  XV  under  "The  Point 
of  Contact." 

For  an  example  of  the  difference  between  the  stiff. 


OPPORTUNITY    OF    BUSINESS    LETTERS  9 

awkward  style  and  the  "personal"  style,  in  a  simple 
routine  situation,  see  19.  All  letters  given  as  correct 
examples  in  this  book  illustrate  good  style  in  different 
situations. 


Chapter  II 
Writing  the  Letter 

14.  Fundamental  needs.  The  fundamental  quali- 
ties which  the  reader  demands  in  every  letter  are  clear- 
ness, conciseness,  completeness,  correctness,  and  cour- 
tesy. Behind  the  need  of  all  of  these  lie  good  reasons 
which  can  best  be  understood  if  you  think  first  how  the 
letter  is  read  by  the  man  at  the  desk. 

15.  How  the  letter  is  read.  The  usual  business  let- 
ter is  read  rapidly  or  only  glanced  through.  The  eye 
runs  down  the  page,  catching  at  the  outstanding  words 
and  phrases,  looking  for  a  key  to  the  meaning  of  the 
whole. 

16.  One  of  many  letters.  It  is  read  as  one  of  many 
letters.  The  morning's  mail  of  a  business  man  may 
bring  to  his  desk  from  twenty  to  a  hundred  letters,  or 
even  more.  Each  of  these  presents  a  different  problem, 
so  that  his  mind  must  adjust  itself  afresh  for  each. 

17.  Clearness.  For  these  two  reasons  the  first  re- 
quirement of  every  business  letter  is  clearness.  There 
must  not  be  a  moment's  doubt  as  to  its  meaning.  A  let- 
ter that  is  thoroughly  clear  at  first  reading  will  save 
mistakes,  delays,  and  the  writing  of  other  letters. 

(a)  To  secure  clearness  for  the  reader,  give  each 
idea  a  separate  paragraph.  The  eye  grasps  each  group 
of  words  as  a  unit,  separated  from  other  groups  by  its 
indentions. 

10 


WRITING    THE    LETTER  11 

T^ot  clear  at  a  glance: 

Your  telegram  of  June  14  came  this  morning  telling 
us  that  the  samples  have  not  yet  come.  The  samples 
left  our  factory  on  the  11th  and  should  have  been  de- 
livered to  you  on  the  14th  vi'ithout  fail.  We  have  today 
taken  the  matter  up  with  the  Express  Company  and 
asked  them  to  trace  and  show  delivery.  In  the  mean- 
time if  you  do  not  receive  them  within  the  next  day  or 
two  please  notify  us  again,  so  that  we  may  follow  up 
the  shipment  closely  with  the  help  of  the  local  agent 

Clear  at  a  glance: 

Immediately  on  receipt  of  your  telegram  of  June  14, 
which  came  this  morning,  we  began  to  trace  the  miss- 
ing samples  of  gold  class  pins. 

The  samples  left  our  factory  on  the  11th,  and  should 
have  been  delivered  to  you  on  the  14th  without  fail. 
We  have  asked  the  Express  Company  to  trace  the  ship- 
ment with  all  speed. 

If  you  do  not  receive  the  samples  in  a  day  or  two 
please  let  us  know,  so  that  we  can  stir  up  the  local 
agent.  We  know  you  will  like  the  goods  and  are 
anxious  to  get  them  to  you. 

(b)  But  a  number  of  short,  simple  sentences,  each 
in  one  paragraph,  are  monotonous  and  so  unconnected 
that  often  they  are  harder  to  read  than  longer  ones. 
Therefore  when  simple  ideas  are  of  the  same  nature  they 
are  best  joined  in  a  paragraph,  which  may  still  be  of  one 
sentence,  and  treated  as  one  idea.  Over-paragraphing  is 
almost  as  bad  as  under-paragraphing. 

A  good  general  rule  for  ordinary  letters  is  that  a  para- 
graph should  not  be  over  six  lines  long,  and  that  most 
paragraphs  should  be  shorter.  This  depends  somewhat 
on  the  nature  of  the  letter,    A  paragraph  need  not,  of 


12  BUSINESS    CORRESPONDENCE 

course,  be  limited  to  one  sentence;  the  requirements  of 
clearness  make  no  such  demand. 

(c)  Use  a  double  space  between  paragraphs  and  a 
single  space  between  lines.  This  is  easiest  to  do  in  the 
typewritten  letter,  but  can  apply  also  to  letters  written 
with  the  pen.  The  best  usage  favors  this  spacing.  (See 
also  61.) 

(d)  Begin  with  the  subject  of  the  letter  and  take  up 
the  material  in  a  definite  arrangement.  If  there  is  more 
than  one  subject,  begin  with  what  is  most  pleasing  to 
the  reader.  A  chronological  arrangement  is  a  natural 
one.  In  a  letter  containing  both  facts  and  comments, 
give  facts  first,  then  comment. 

(e)  Make  the  thought  run  smoothly  through  the 
whole  letter  by  showing  the  connection  between  sen- 
tences and  paragraphs.     (See  275.) 

(f )  Confine  each  letter  to  one  subject.  For  example, 
if  a  firm  is  working  on  two  contracts,  or  if  there  are 
adjustments  to  be  made  on  two  separate  invoices,  or  if 
a  customer  sends  an  order  and  a  request  for  adjust- 
ment, in  each  case  write  two  letters,  not  one.  This  be- 
comes even  more  important  when  considered  from  the 
standpoint  of  filing.     (See  Chapter  XXII.) 

An  absolute  rule  is  hard  to  give  on  this  subject,  since 
house  policies  differ.  In  dealings  with  small  houses  or 
with  retail  customers  where  there  is  less  chance  for 
confusion,  it  is  common  practice  to  write  one  letter  about 
more  than  one  subject.  But  the  general  tendency  is  to 
separate  subjects  as  far  as  possible. 

1 8.    Conciseness.    Conciseness  is  next  in  importance 


WRITING    THE    LETTER  13 

to  clearness  to  save  time  for  the  busy  reader.  Do  not 
waste  a  word.  Make  every  letter  as  short  as  is  con- 
sistent with  clearness  and  courtesy.  Routine  situations 
can  often  be  well  handled  in  two  paragraphs  of  a  sen- 
tence each.  Almost  every  letter  can  be  written  on  one 
page,  thus  not  only  saving  the  reader's  time  but  the 
stationery  of  the  writer  as  well. 

19.  Letter  too  short.  The  letter  which  is  too  short 
because  it  gives  too  little  space  to  each  idea,  is  harder 
to  understand  than  a  longer  letter,  and  therefore  really 
takes  more  of  the  reader's  time.  If  it  is  so  short  as  to 
omit  courtesy  it  neglects  its  opportunity.  A  few  words 
extra,  or  another  sentence,  add  little  or  nothing  to  the 
cost  of  the  letter,  and  may  add  to  its  effectiveness. 

Incorrect: 

Yours  of  the  12th  ult  rec'd  advising  return  of  2 
Screen  Doors.  Enclosed  find  credit  memo  to  cover 
transportation  on  same. 

Correct: 

Your  letter  of  April  12  has  been  received,  notifying 
us  that  you  were  returning  the  2  Screen  Doors  that 
were  sent  you  in  error. 

We  enclose  a  credit  memorandum  for  48c.,  the 
amount  of  the  freight  paid  by  you. 

We  wish  to  thank  you  for  returning  these,  and  for 
your  trouble  in  packing  them  and  notifying  us. 

20.  Completeness.  Completeness  is  a  requisite  to 
be  borne  carefully  in  mind.  Many  costly  blunders  are 
made  because  the  writer  leaves  out  some  necessary  state- 
ment, or  simply  forgets  to  say  all  that  he  intended.    He 


14  BUSINESS    CORRESPONDENCE 

may  think  some  topic  too  obvious  to  need  mention.  For 
example,  he  supposes  that  he  does  not  need  to  refer  to 
a  previous  agreement  between  himself  and  the  reader; 
but  the  busy  man  at  the  desk,  turning  his  attention  from 
other  letters  to  read  this  one,  has  not  time  to  think  of 
subjects  that  do  not  stand  on  the  page  before  him. 

Three  incomplete  letters: 

We  are  returning  the  lace  you  sent,  as  it  came  too 
late. 

We  regret  we  have  not  the  goods  you  desire. 

We  wish  to  place  an  order  for  200  dining-room 
chairs,  according  to  the  specifications  and  under  the 
terms  and  prices  discussed. 

Complete: 

We  are  returning  the  shipment  of  lace,  your  invoice 
No.  45339,  by  express  today. 

This  was  received  yesterday,  too  late  for  our  Spring 
sale.  You  will  find  on  reference  to  our  order  of 
March  4,  that  this  was  to  be  shipped  to  reach  us  not 
later  than  April  15. 

We  regret  that  we  are  completely  out  of  the  waists 
you  ordered  from  our  advertisement  of  September  10. 
We  have  in  stock,  however,  some  waists  so  much  like 
them  that  we  are  venturing  to  send  a  selection,  believ- 
ing that  you  will  be  pleased  with  them. 

Please  return  the  ones  you  do  not  wish  to  keep. 

We  wish  to  place  an  order  for  200  Dining-room 
Chairs,  according  to  the  specifications  shown  in  the 
enclosure,  on  terms  of  2/10,  net  60,  and  at  40%  off  list 
price. 

This  is  according  to  our  discussion  of  November  3. 


WRITING    THE    LETTER  15 

21.  Correctness.  Correctness  in  spelling,  punctua- 
tion, grammar,  and  sentence  construction,  as  well  as  in 
all  the  rules  relating  to  the  appearance  of  the  letter,  is 
first  of  all  necessary  to  preserve  the  writer 's  dignity  and 
to  make  the  letter  a  worthy  representative  of  his  firm. 
But  there  is  a  more  important  reason  than  this.  As  the 
reader  glances  through  the  letter,  striving  to  understand 
it  as  quickly  as  possible,  his  attention  will  be  distracted 
from  the  subject  matter  by  an  error  of  any  kind.  It  is 
not  safe  to  rely  on  his  ignorance;  even  men  who  make 
mistakes  themselves  notice  them  in  others,  and  the  most 
intelligent  customers  are  those  you  care  most  for.  And 
though  bad  grammar,  punctuation,  and  spelling  will  be 
forgiven  by  the  reader,  you  do  not  want  him  to  take  the 
time  to  forgive  them — ^you  want  him  to  read  your  letter. 
To  economize,  the  render's  attention,  he  correct. 

22.  Courtesy.  Courtesy  is  at  least  as  important  as 
any  other  requisite.  In  this  direction  lies  the  chief  op- 
portunity of  the  modern  letter.  The  business  corres- 
pondent can  never  allow  himself  the  luxury  of  losing 
his  temper.  No  matter  how  irritating  the  letter  he  re- 
ceives, he  must  write  a  courteous  reply.  (See  122,  and 
140c.)  No  matter  how  monotonous  is  the  succession  of 
letters  he  writes,  all  nearly  alike,  he  must  never  weary 
of  saying  "please,"  "thank  you,"  "we  regret,"  "we 
take  pleasure, ' '  and  similar  courteous  phrases.  Remem- 
ber that  the  reader  does  not  grow  tired  of  them. 

Courtesy  should  stand  out  emphatically  in  the  let- 
ter, considering  how  rapidly  letters  are  read.  Use  defi- 
nite words  that  show  your  desire  to  be  of  service  or  your 


16  BUSINESS    CORRESPONDENCE 

consideration  for  the  reader's  position.  Let  such  words 
show  up  strongly  at  the  beginning  and  end  of  the  let- 
ter; let  the  first  and  last  sentences  contain  positively 
courteous  words.  Often  the  addition  of  a  half-dozen 
words  will  transform  an  unintentionally  sharp  letter 
into  a  pleasant  one.  Unless  you  translate  your  cordial 
feeling  into  words  on  the  page,  the  reader  of  your  let- 
ter, a  thousand  miles  away,  will  never  know  how  you 
feel  toward  him.  (See  the  illustrations  under  19,  and 
those  under  134.)  When  granting  a  favor  always  show 
clearly  that  it  is  a  favor — not  from  a  feeling  of  egotism, 
but  from  a  wish  to  emphasize  your  good  will — and  ex- 
press it  so  that  the  recipient  will  perceive  it  in  rapid 
reading.  Say  cordially :  "We  are  glad  to  be  of  service" ; 
"We  take  pleasure  in  granting  your  request";  "We 
have  tried  to  act  as  you  would  wish  us  to,  had  you  been 
able  to  direct  us." 

23.  Hov^r  the  letter  is  written.  Many  of  the  de- 
fects in  letters  are  directly  due  to  the  necessary  condi- 
tions under  which  they  are  written.  The  sender  dictates 
them  rapidly  to  the  stenographer,  perhaps  a  great  many 
at  a  sitting.  He  holds  in  his  hand  a  memorandum,  or  a 
letter  to  be  answered,  which  has  perhaps  a  few  penciled 
notes  in  the  margin.  Under  these  circumstances  he  is 
likely  to  commit  several  errors. 

(a)  To  hesitate,  and  forget  what  he  has  said,  thus 
making  ungrammatical  or  ridiculous  sentences. 

Wrong: 

However,  if  this  proves  to  be  a  mistake  we  will 
ask  that  you  kindly  let  us  hear  from  you  so  that  we 


WRITING    THE    LETTER  17 

can  Investigate  further  and  ascertain  what  has  be. 
come  of  the  order  you  favored  us  with,  although  at 
the  present  writing  we  are  unable  to  refer  to  the 
records  of  the  shipment  of  June  27,  so  are  somewhat 
in  doubt  as  to  whether  this  refers  to  the  Gasoline 
Stove,  although  we  believe  that  such  is  the  case. 

(b)  To  run  his  ideas  together  with  a  series  of  "ands," 
instead  of  separating  them  properly. 

Wrong: 

To  the  writer  have  been  passed  for  approval  the  sev- 
eral orders  with  which  you  have  recently  favored  us,  and 
we  dislike  very  much  to  withhold  shipment  of  goods 
which  you  may  be  needing  for  the  conduct  of  your 
business,  but  reference  to  our  ledger  shows  your  ac- 
count with  us  continues  very  much  in  arrears,  and 
matured  bills  we  feel  should  first  receive  attention, 
and  will  ask  that  you  kindly  care  for  balance  at 
this  time  due  upon  receipt  of  the  present  letter,  or  for 
such  part  of  the  same  as  may  not  then  have  had  your 
attention,  when  your  orders  in  hand  will  receive  our 
attention  and  goods  will  go  forward  unless  you  shall 
otherwise  instruct. 

Bight: 

I  have  been  asked  to  give  my  approval  to  the  sev- 
eral orders  that  you  have  recently  sent  us. 

Now,  our  house  dislikes  very  much  to  withhold  the 
shipment  of  any  goods  that  you  may  need  for  the  con- 
duct of  your  business.  Still,  we  find  on  reference  to 
our  ledger  that  your  account  with  us  continues  consid- 
erably in  arrears. 

You  will  no  doubt  agree  with  us  that  matured  bills 
should  receive  attention  before  we  allow  new  obliga- 
tions to  be  assumed.  When  this  letter  reaches  you,  will 
you  not  take  care  of  the  balance  that  is  now  due,  or  of 


18  BUSINESS    CORRESPONDENCE 

whatever  part  you  may  not  then  have  given  your  at- 
tention? 

Then  we  shall  be  very  glad  to  forward  your  goods 
at  once. 

(c)  To  change  his  plan  as  he  goes  on  and  as  new 
ideas  come  to  him,  stringing  his  letter  out;  making  the 
man  who  receives  it  read  to  the  end  before  he  knows  what 
it  is  about ;  perhaps  even  making  the  last  part  contradict 
the  first. 

The  writer  of  the  following  letter,  besides  being  dis- 
courteous in  the  beginning  and  courteous  at  the  end, 
corrects  in  his  postscript  the  error  of  his  first  paragraph. 
He  should  have  rewritten  the  letter. 

Wrong: 

We  have  received  your  letter  of  January  5.  If  you 
can  get  elastic  hair  nets  at  $1.90  in  the  size  with  which 
we  are  filling  your  orders,  you  are  certainly  buying 
them  for  a  great  deal  less  than  we  can  import  them 
for.  Every  one  of  our  customers  who  has  had  these 
nets  at  $2.40,  not  $2.35,  the  price  we  have  made  to  you, 
has  reordered,  and  is  well  satisfied. 

The  Marshall  Novelty  Company  just  telephoned  us 
they  had  no  shipment  for  you. 

We  have  not  as  yet  made  any  low-priced  velvet 
bags,  but  are  about  to  make  some  in  both  velvet  and 
satin.  Mr.  Ivey  will  see  you  about  them  some  time  this 
month. 

Very  respectfully  yours, 

P.  S. — ^Tou  probably  refer  to  the  36"  knotted  net,  onr 
number  7445  at  $1.90. 

Bight: 

We  think  your  letter  of  January  5  refers  to  a  36" 


WRITING    THE    LETTER  19 

knotted  hair  net,  which  corresponds  to  our  No.  7445  at 
$1.90.  We  shall  be  glad  to  supply  you  with  it  at  that 
price. 

There  is  a  better  profit,  however,  and  more  satisfac- 
tion in  the  net  you  have  been  ordering  at  $2.35.  We 
have  received  many  reorders  from  customers  who  have 
had  them  at  $2.40 

(d)  To  state  some  topics  too  briefly,  forgetting  tha\ 
the  facts,  which  are  perfectly  clear  to  him,  may  not  be  sc 
clear  to  the  receiver  of  the  letter. 

(e)  To  forget  that  his  mental  attitude  of  courtesy  oi 
cordiality  toward  the  man  he  is  writing  to,  which  he  him- 
self feels  definitely,  will  not  be  transmitted  to  the  re- 
ceiver of  his  letter  unless  it  appears  in  definite  words  on 
the  page. 

(f )  To  fall  into  monotony  because  he  is  hard  pressed 
for  time,  and  must  write  many  letters  that  are  almost 
alike  in  subject  matter.  Consequently  he  uses  the  stock 
phrases,  inherited  from  the  legal-sounding  business  let- 
ters of  the  past.  Particularly,  while  he  is  thinking  of 
what  to  write,  he  is  tempted  to  use  the  stock  first  sen- 
tence, ''Yours  of  the  16th  received  and  contents  noted 
and  in  reply  would  state — "  a  sentence  which  is  bad  be- 
cause it  is  wordy,  crowding  out  the  courtesy  which  should 
be  emphasized  there.     (See  81-85.) 

24.  Final  directions  for  writing.  The  following  di- 
rections summarize  the  foregoing  divisions.  They  should 
be  studied  carefully  until  it  becomes  second  nature  to 
follow  them. 

"When  ready  to  write  a  letter  get  all  the  circumstances 
fully  in  hand,  look  up  all  matters  that  need  investigation, 


20  BUSINESS    CORRESPONDENCE 

determine  on  the  degree  of  courtesy  to  be  shown.  Never 
begin  to  answer  a  letter  without  reading  it  through  and 
thinking  what  your  entire  answer  will  be. 

Divide  your  material  into  headings,  each  of  them  a 
unit  and  the  subject  of  a  paragraph.  Make  the  divisions 
small  so  that  the  paragraphs  will  be  short. 

Arrange  the  headings  in  order.  The  principles  guid- 
ing their  arrangement  for  each  variety  of  letter  are  dis- 
cussed later  in  the  book;  the  general  rules  are  given  in 
17d. 

If  you  are  not  satisfied  with  the  letters  you  are  writing 
at  present,  it  will  be  worth  while  for  a  time  to  put  the 
headings  into  the  form  of  penciled  notes.  The  experi- 
enced and  able  writer  keeps  such  an  outline  in  his  head, 
and  puts  on  paper  only  such  facts  and  figures  as  he 
might  otherwise  forget. 

In  dictating,  concentrate  your  mind  on  a  paragraph  at 
a  time.  Let  the  rest  of  the  letter  go  for  the  moment  and 
think  only  of  the  paragraph  you  are  writing.  This  will 
prevent  confusion  and  will  make  each  paragraph  a  unit, 
besides  allowing  you  to  take  pains  with  its  language. 
When  that  paragraph  is  finished  refer  to  your  outline  for 
the  next. 

Before  you  leave  the  paragraph  ask  yourself  if  it  is 
long  enough  to  make  the  impression  you  wish;  if  it  is 
confined  to  a  single  heading ;  if  it  is  courteously  phrased. 

With  the  aid  of  these  simple  directions  you  can  easily 
improve  your  correspondence.  They  follow  the  method 
used  consciously  or  unconsciously  by  good  writers  every- 
where. Compare  your  letters  with  the  good  letters  shown 
in  the  book,  collected  from  prominent  business  houses. 


WRITING    THE    LETTER  21 

It  will  be  of  help  to  read  them  aloud,  to  form  a  mental 
outline  of  them,  and  to  dictate  them  to  an  imaginary 
stenographer,  a  paragraph  at  a  time.  Needless  to  say, 
none  of  these  letters  are  to  be  learned  or  copied  and 
sent  out;  their  general  style  can  be  imitated  and  then 
applied  to  the  problems  that  come  up  in  the  writer's  own 
business. 

By  reading  these  letters  the  writer  can  form  his  own 
style  from  them,  while  he  preserves  his  originality.  It  is 
only  in  this  way  that  the  good  writer,  whether  novelist, 
poet,  business  man,  or  student  in  composition  classes, 
learns  to  write:  by  studying  both  principles  and  ex- 
amples. 


22 


BUSINESS  CORRESPONDENCE 


BMdtac 

Cadarhuxit,  Ilaoonain, 
HoTeBber  5,  1915. 

Introduotory 
Addxasi 

Haaera.  Colea  Uttrla  and  CoopftDy, 
Milwaukee,  Ilaoonain. 

Salutation 

Centlesen: 

Pleaae  aend  by  paroel  poat  the  following 
■rtlolaa,  and  ctiarga  tnein  to  my  aooount: 

Body 
of  tbs 
latter 

2  papere  Aaeorted  Keedlaa,  elzaa  4-8 
2  bolta  blue  Taffeta  Ribbon  Ko.  5,  like 

eneloaed  aajiple 
S  apoola  Sewing  Silk  to  matoh 
e  palra  Ladlea  Uale  Rosa,  black,  alia  9, 

at  sot 

I  return  herewith  a  akeln  of  fleaa,  which 
waa  too  light  a  ahada.   If  you  hare  aomethlng 
darker  In  the  aama  color,  pleaae  aand  It.  but  If 
not J  do  not  trouble  to  e«t  It. 

I  wlah  alao  to  return  the  nuff  purohaaed  of 
you  laat  week,  and  to  gat  aosethlng  In  a  better 
atyle. 

CoBpllmantaxy 
olose 

Toura  truly,           ^ 

tlgnktur* 

r^     ^ 

WRITING  THE  LETTER 


23 


COLES  MORRIS  AJO)  COMPANY 
Importers  and  Retailen  ot  Dry  Coodi 

2*  WISCONSIN  AVENUE 
lULWAUKIZ,  VBCONSIM 


VoTas1>er,7»  1915 


Introdu^oiy  Uri. 


Joaaa  T.  UcKaughton, 
(Tedarburat,  Wlaoonsla. 


Body 
of  the 
letter 


Complioentaxy 
close 


Dear  Uadam: 

We  have  filled  your  order  of  SoTember  5  a* 
you  requested,  and  are  sending  It  'by  parcel  post 
today. 

Your  aoeount  is  oredlted  with  {he  skeln  of 
floss  returned,  as  we  have  not  the  shade  you  de- 
sire. 

If  you  will  write  ua  In  detail  about  the 
muff,  'or  better,  step  Into  the  offlte  and  tell 
us  about  It  when  you  oome  to  Kllwaukee,  we  shall 
bo  glad  to  do  what  we  can  to  meet  youi  wishes. 
Ordinarily  we  do  not  accept  for  credit  goods  Of 
this  kind  which  have  been  in  use. 

Yours  very  truly. 


Signature      X>f/jS 


Coles  Udrrls  and  Company, 


24 


BUSINESS  CORRESPONDENCE 


HILL.  WAY  COMPANY 

WHOLESALE   GROCERS 

210-220  WABASH  Ave.,  chicaoo.  Ill 


September  31|  1915. 


Intrcduotory 
Addreae 


Body 

of  t»« 
letter 


Ueesrs.  A.  T.   Olds  &  Co.. 
245  East  HaiD  Street, 
Longport,  Ohio. 

Gentlemen: 

We  baTO  ]ust  received  a  letter  froa  Viz.  Valtere 
telling  ue  that  the  Red  Star  tomatoee  we  shipped  you 
are  brown  in  color  and  hare  a  bitter  taete,  and  aek- 
ing  ue  to  explain  the  matter. 

Of  courae  we  will  do  aTarytbing  poeaible  to  Bake 
thle  right. with  you  at  once.  Pleaae  expreea  ua  half 
a  docen  eaiiple  cans,  and  open  half  a  dozen  to  try 
yourself,  as  it  may  be  that  only  one  can  was  out  of 
kilter,  and  that  a  further  exajninatlon  will  prove  the 
remainder  of  the  goods  are  all  right.  If  any  more 
trouble  is  found,  return  the  shipment  and  allow  us  to 
replace  it. 

Red  Star  la  our  leading  brand,  and  to  have  any- 
thing wrong  with  it  glvea  u»  a  good  deal  of  concern. 
In  the  last  two  yeare  we  have  shipped  a  good  many 
thousand  cans  without  a  word  of  anything  but  praise 
until  now.  So  we  ehall  be  particularly  glad  of  your- 
co-operation  in  inveatlgating,  and  helping  ua  to  keep 
the  brand  up  to  etandard. 

Please  mark  the  aamplea  for  A.  P.  Patera  in  our 


Coaipllmentarr 

OlM* 


Slgnatur* 


Toore  very  truly. 


Hill,  Way  Company, 


Part  II — Appearance  and  Correctness 


Chapter  III 
The  Make-up  of  the  Letter 

25.  Value  of  appearance.  Handsome  appearance  in 
a  letter  is  a  pleasant  introduction  for  your  message.  The 
quality  of  the  paper  used,  the  design  of  the  letter-head, 
and  the  arrangement  of  the  letter  on  the  sheet  all  go  to 
help  the  first  impression.  A  paper  of  good  weight  that 
will  not  easily  crumple,  a  well-planned  letter-head — 
marvels  can  be  wrought  in  the  style  of  its  design — and 
wide,  well-kept  margins  in  your  letter  have  the  same 
el^LCct  on  your  reader  that  good  clothes,  erect  bearing, 
and  strongly  moulded  features  in  a  salesman  have  on  his 
customers.  Appearance  in  a  letter  is  not  so  important 
as  good  composition,  nor  is  appearance  in  a  salesman  so 
important  as  brains;  but  appearance  is  accepted  as  a 
sign  of  more  valuable  qualities  within.  The  man  who 
neglects  appearances  may  not  be  a  fool,  but  he  is  unwise. 

Write  on  one  side  of  the  sheet  only. 
Never  accept  from  your  st  nographer  letters  that  are 
blurred,  badly  spaced,  or  marred  by  frequent  erasures. 

26.  The  parts  of  the  letter.  Much  of  the  appearance 
of  a  letter  depends  on  its  care  for  the  position,  spacing, 
punctuation,  etc.,  of  its  several  parts.  Carelessness  in 
regard  to  them  will  not  be  pardoned  by  the  reader ;  for 

25 


26  APPEARANCE    AND    CORRECTNESS 

he  thinks,  and  rightly,  that  anyone  can  learn  how  to  use 
these  mechanical  details  properly. 

The  letter  has  six  parts :  the  heading,  the  introductory 
address,  the  salutation,  the  body  of  the  letter,  the  com- 
plimentary close,  and  the  signature.  The  postscript, 
which  is  used  for  emphasis  in  sales  letters,  may  be  con- 
sidered another  part.    (See  277.) 

27.  Usage.  These  parts  of  the  letter,  their  existence, 
nature,  and  position,  are  social  conventions  determined 
by  usage,  back  of  which  usually  lies  a  good  reason.  Often 
usage  permits  of  more  than  one  form.  Usage  changes; 
indeed,  in  the  past  ten  years  or  more  it  has  changed  very 
greatly  in  the  direction  of  simplicity,  convenience,  and 
good  appearance. 

Usage  is  less  stable  in  sales  letters  and  in  correspond- 
ence from  advertising  firms  and  printing  houses,  because 
these  aim  at  catching  the  attention  by  novelty  of  design, 
and  may  venture  on  more  daring  innovations.  Such 
letters  are  usually  composed,  also,  by  men  who  know 
thoroughly  the  fashions  in  letters,  and  who  have  better 
taste  and  judgment  than  the  average.  But  even  these 
letters  change  very  little,  about  as  much  as  the  fashions 
in  evening  clothes ;  and  like  them,  have  recently  changed 
in  the  direction  of  convenience  and  good  design. 

In  routine  correspondence  usage  is  more  stable,  be- 
cause the  chief  purpose  of  such  letters  is  to  get  work 
done;  and  the  plain,  clear  form  of  modern  usage  is  well 
suited  to  that  end.  The  personality  and  the  clothes  of 
the  business  man  should  give  an  impression  of  reliabilitv 
and  good  judgment;  so  should  his  letters. 


THE    MAKE-UP    OF    THE    LETTER  27 

28.  Violation  of  usage.  For  these  reasons  any  con- 
siderable violation  of  usage  as  at  present  established  is 
unwise.  It  seeks  to  make  an  impression  of  novelty,  for- 
getting that  to  transgress  social  conventions  gives  an  un- 
pleasant impression  of  novelty  instead  of  a  pleasant  one. 
It  may  disturb  the  reader,  who  has  never  seen  the  new 
form,  and  will  distract  his  attention  from  your  letter, 
just  as  eccentric  platform  manners  in  a  speaker  take 
from  his  speech  a  certain  amount  of  the  attention  which 
his  audience  has  to  give.  Instead  of  striving  for  effect 
by  eccentricity,  devote  your  energy  to  improving  the 
body  of  your  letters,  making  them  clearer,  more  readable, 
more  vigorous  and  interesting.  This  you  will  find  the 
most  successful  novelty.  Make  your  readers  say,  ''Isn't 
it  a^delight  to  get  a  letter  written  like  that?" 

Note. — To  see  how  usage  varies,  observe  the  different  forms 
allowable  for  the  Indenting  of  the  heading,  the  introductory 
address,  and  the  signature.  A  new  style,  which  is  employed 
by  some  writers,  is  to  omit  all  punctuation,  except  periods  after 
abbreviations,  from  the  ends  of  the  lines  of  the  heading,  the 
introductory  address,  the  salutation,  and  the  complimentary 
close.    There  Is  no  serious  objection  to  any  of  these  variations. 

On  the  other  hand,  the  omission  of  the  salutation  and  the 
complimentary  close,  a  change  which  has  been  suggested,  has 
found  favor  with  few  writers.  The  reason  for  the  existence 
of  these  parts  of  the  letter  is  accepted  by  most  people  to  be 
sufficient:  namely,  that  these  courteous  phrases  occupy  in  a 
letter  the  place  which  "Good  morning,"  "How  are  you?"  "Good 
afternoon,"  or  "Good-bye"  have  in  conversation.  "Deat  Sir" 
and  "Yours  truly"  and  the  like  are  not  salutations  used  in 
conversation,  it  is  true ;  but  the  established  conventions  of  a 
letter  are  not  the  established  conventions  of  a  conversation.  A 
letter  does  not  tip  its  hat  or  shake  hands. 


28      APPEARANCE  AND  CORRECTNESS 

In  a  group  of  sixty-six  letters  from  different  presidents  and 
advertising  managers  of  some  of  the  cliief  firms  doing  a  national 
advertising  business,  about  58  per  cent  used  a  first  margin  for 
all  the  lines  of  the  address,  while  42  per  cent  indented  the  sec- 
ond and  third  lines.  A  larger  majority,  62  per  cent,  used  single 
spacing,  and  since  the  nature  of  the  letter  required  long  para- 
graphs, it  may  be  supposed  that  in  routine  lettei's  with  shorter 
paragraphs  even  more  writers  would  have  used  single  spacing. 
Nine  of  the  whole  number  used  a  single-spaced  heading  in  a 
double-spaced  letter ;  three  used  a  double-spaced  heading  in  a 
single-spaced  letter.  Six  omitted  punctuation  from  the  ends  of 
lines  in  the  heading,  etc.  None  omitted  the  salutation  and  the 
complimentary  close. 

29.  The  heading  in  a  sheet  without  a  letter-head. 

"We  shall  first  discuss  the  sheet  which  has  no  letter-head. 
The  heading  on  such  a  sheet  contains  the  writer's  post- 
office  address  and  the  date  when  the  letter  was  written. 
The  first  is  needed  so  that  a  reply  may  be  sent.  The  date 
shows  how  much  time  has  passed  since  the  letter  was 
written,  and  what  its  position  is  in  a  series  of  letters.  To 
omit  the  date  may  cause  the  writer  serious  legal  diffi- 
culties. If  goods  ordered  in  an  undated  letter  are  de- 
layed you  have  no  evidence  against  the  man  who  delayed 
them,  no  matter  what  your  loss  may  be.  Be  careful  to 
have  the  heading  complete. 

30.  Position  of  heading,  (a)  The  position  of  the 
heading  is  at  the  top  of  the  page,  where  it  will  be  caught 
first  by  the  eye.  Readers  are  accustomed  to  find  it  in  this 
position,  and  to  look  there  for  the  address  of  the  person 
to  whom  they  are  to  send  a  reply.  It  is  in  social  notes, 
not  in  business  letters,  that  the  heading  comes  last  in  the 
letter. 


• 


THE    MAKE-UP    OF    THE    LETTER  29 

(b)  It  usually  stands,  as  in  the  illustration  on  page 
22,  to  the  right  of  the  sheet.  In  this  case  it  should  not 
run  over  the  right  margin,  and  it  should  not  extend  to 
the  left  beyond  the  middle  of  the  page.  It  may  be  of 
three  lines ;  or,  if  short,  of  one  line ;  or  of  two  lines. 
Illustrations  are  shown  below. 

(e)  The  lines  may  begin  on  different  margins,  each 
five  or  ten  spaces  to  the  right  of  the  preceding. 

217  State  Street,  564  Main  Street,  Buffalo,  N.  T., 

Chicago,  Illinois,  May  1,  1915. 

February  4,  1915. 

Shelby,  N.  Y.,  March  1,  1915. 

Or  the  lines  may  begin  on  the  same  margin.  This  style 
has  grown  in  favor  because  it  permits  the  carriage  of 
the  typewriter  to  be  drawn  back  to  the  same  place  each 
time,  or  to  be  thrown  there  with  the  tabulator. 

217  State  Street,  564  Main  Street,  Buffalo,  N.  Y., 

Chicago,  Illinois,  May  1,  1915. 

February  4,  1915. 

(d)  The  heading  may  stand  in  the  center  of  the  page. 
This  newer  style  has  a  good  appearance,  since  it  balances 
the  page.  Its  disadvantage  is  the  care  required  to  space 
it  so  as  to  come  exactly  in  the  middle. 

Madison,  Wisconsin, 
July  6,  1914. 

31.  Punctuation  of  heading.  The  writer's  address 
is  punctuated  by  a  comma  after  the  street  and  number, 
a  comma  after  the  city,  and  a  comma  after  the  state. 
The  date  is  punctuated  by  a  comma  after  the  day  of  the 


30  APPEARANCE    AND    CORRECTNESS 

month,  and  a  period  after  the  year.  Do  not  put  a  comma 
after  the  month. 

32.  Entire  date  not  to  be  in  figures.  Do  not  write 
the  entire  date  in  figures,  such  as  2-6-14  for  February  6, 
1914.  Not  all  readers  are  accustomed  to  this  form,  it 
does  not  look  so  well,  and  it  may  be  misread  as  June  2, 
1914. 

33.  -st,-nd,-rd,-th.  Write  the  day  of  the  month  sim- 
ply in  figures;  do  not  add  -st,-nd,-rd,-th.  These  letters 
are  unnecessary  in  the  heading,  and  in  pen-written  let- 
ters and  carbon  copies  are  sometimes  confused  with  fig- 
ures. But  in  the  body  of  the  letter,  after  the  date  has 
once  been  mentioned,  other  days  in  the  month  may  be 
followed  by  -st,-nd,-rd,-th,  and  the  month  omitted,  to  save 
repetition. 

Right: 

Your  telegram  of  March  10  has  just  come  in,  and 
the  order  has  been  sent  to  the  shipping  department. 
The  goods  should  reach  you  not  later  than  the  12th, 

34.  Date  with  letter-head.  If  the  sheet  has  a  letter- 
head, this  will  provide  the  writer's  address,  leaving  only 
the  date  to  be  filled  in. 

(a)  No  part  of  the  date  should  be  printed  with  the 
letter-head.  All  of  the  date  should  be  written  with  type- 
writer or  pen.    A  printed  dotted  line,  with  the  figures 

19. . . .,  and  the  rest  filled  in  by  hand  or 

with  the  typewriter,  looks  ragged  because  the  printed 
portion  does  not  match  the  filled-in  portion.  Even  in 
a  pen-written  letter  the  printing  saves  merely  a  trifle  of 


THE    MAKE-UP    OF    THE    LETTER  31 

the  writer's  time,  and  in  a  typewritten  letter  it  is  hard 
to  place  the  figures  exactly  on  the  dotted  line. 

(b)  The  position  of  the  date  should  be  at  least  two 
spaces  below  the  lowest  line  of  the  letter-head,  and  two 
spaces  above  the  top  line  of  the  introductory  address.  It 
has  been  suggested  that  the  date  be  put  on  the  same  line 
with  the  introductory  address ;  but  when  the  first  line  of 
the  address  is  long,  this  position  is  impossible ;  and  it  is 
so  contrary  to  custom  at  present  that  it  gives  the  top  of 
the  letter  a  crowded  appearance.  Indeed,  the  firm  which 
in  its  text-book  suggested  the  change  does  not  itself  now 
use  it  in  its  own  correspondence. 

(c)  The  recommended  spacing  of  the  date  brings  it 
far  enough  from  the  letter-head  so  that  it  does  not  ap- 
pear a^  part  of  the  latter.  If  the  date  comes  close  to 
the  head  there  is  the  same  incongruity  between  the  type- 
writing and  the  printing  as  was  condemned  in  section 
(a).  Also,  the  date  thus  added  is  apt  to  spoil  the  bal- 
ance of  the  head.  Better  regard  it  as  distinctly  another 
part  of  the  letter,  kept  separate  from  the  head  by  at 
least  two  spaces. 

(d)  To  improve  the  appearance  of  the  date  on  sheets 
which  have  a  letter-head,  several  novel  forms  are  being 
used.  Their  advantage  is  that  they  form  a  neat  block  of 
type ;  their  disadvantage,  the  extra  time  required  to  write 
them. 


December 

OCTOBER 

December  Fourth 

Seventh 

TWELVE 

Nineteen  Fourteen 

Nineteen 

1914 

Foiirteen 

32      APPEARANCE  AND  CORRECTNESS 


February 

Wednesday, 

Chicago, 

Twentieth 

February 

March  first. 

1915 

Twenty-fifth, 
1915. 

Nineteen  hundred  fifteen 

November 

October  6th 

December  Ninth, 

Fifth 

19  14 

19        14 

1914 

Sometimes  a  firm  puts  the  date  at  the  bottom  of  the 
sheet,  to  avoid  possibility  of  spoiling  the  appearance  of  a 
handsome  letter-head.  This  is  probably  not  necessary, 
and  it  has  definite  disadvantages.  For  further  discus- 
sion of  the  letter-head,  see  72. 

35.  The  introductory  address.  The  introductory 
address  is  given  to  assure  the  reader  that  the  letter  is 
intended  for  him,  and  so  should  never  be  omitted  from 
a  business  letter. 

It  need  contain  only  the  addressee's  name  and  title, 
on  the  first  line,  and  on  the  second  his  city  or  town,  and 
state.  The  custom  of  thus  omitting  from  the  inside 
address  the  street  and  number  is  growing,  since  it  is 
considered  that  the  name  and  state  are  a  sufiicient  iden- 
tification, provided  that  the  street  and  number  are  put 
on  the  envelope.  But  the  custom  is  very  far  from  being 
universal,  and  it  is  evident  that  in  large  cities  there 
might  be  more  than  one  man  of  the  same  name,  and  that 
he  might  not  look  at  the  street  and  number  on  the  en- 
velope of  a  letter  which  had  come  to  him  by  mistake. 

Any  one  of  these  forms  is  correct : 

Iklessrs.  Parsons,  Tilford  and  Company, 
4590  Madison  Street. 
St  Louis,  Missouri. 


THE    MAKE-UP    OF    THE    LETTER  33 

The  S.  S.  Batson  Company, 
New  Rochelle,  N.  J. 

The  Wilson  Store, 
Watertown,  Wisconsin. 

Mr.  A.  C.  Black, 
249  Park  Row, 
Walthani,  Massachusetts. 

The  New  Britain  Ice  Company, 
537  Oak  Street, 
New  Britain,  Ohio. 

36.  Spacing  of  the  introductory  address.  Usage 
differs  in  spacing  the  address,  some  firms  leaving  two 
spaces  between  the  lines  even  in  a  single-spaced  letter. 
But  the  best  usage  seems  to  regard  the  address  as  a  unit, 
and  to  single-space  it. 

37.  Write  address  as  it  is  written  to  you.  We  have 
nothing  more  individual  than  our  names  and  we  do  not 
like  to  see  strangers  take  liberties  with  them.  If  the 
writer  has  used  abbreviations  in  his  Christian  name,  or 
has  written  Co.  for  Company,  follow  his  style.  Take  ex- 
traordinary pains  not  to  misspell  the  name  of  the  ad- 
dressee; spell  it  out  to  the  stenographer  or  show  it  to 
her  written  out. 

As  to  the  word  ''Company,"  the  Style  Book  of  the 
United  Typothetas  of  America  recommends  that  it  be 
abbreviated  when  the  character  &  is  used:  as,  A.  J. 
Johnson  &  Co,  When  the  character  &  is  not  used,  spell 
out  Company:  as,  Lyons  Printing  Company.  But  the 
general  recommendation  against  abbreviations  has 
weight.     (See  80.) 


34  APPEARANCE    AND    CORRECTNESS 

38.  Second  sheets.  In  a  letter  of  more  than  one 
sheet,  neither  the  address  nor  the  complete  letter-head 
is  used  on  the  sheets  after  the  first — called  "second 
sheets" — but  the  number  of  each  succeeding  sheet  and 
the  initials  or  the  name  of  the  person  addressed  are  put 
at  the  top — sometimes  at  the  bottom — so  that  all  the 
sheets  can  be  seen  to  belong  to  the  same  letter.  Often 
the  name  of  the  firm  writing  the  letter  is  printed  at  the 
top  of  the  second  sheets. 

39.  Titles.  The  titles  which  are  employed  in  the 
address  are  Miss,  Mrs.,  Mmes.,  Mr.,  Esq.,  Messrs.,  Dr., 
Prof.,  Rev.,  Hon.  Other  titles  designating  oflScial  capac- 
ity are  used,  such  as  President,  Agent,  Superintendent, 
Foreman,  etc.  These  latter  it  is  best  not  to  abbreviate. 
(See  80.)  For  abbreviations  of  other  titles  not  regu- 
larly used  in  the  address,  see  Appendix  I. 

Miss  is  the  title  of  an  unmarried  woman  It  is  not 
an  abbreviation  and  is  not  followed  by  the  period.  Its 
plural  is  Misses,  as,  The  Misses  Johnstone. 

Mrs.  is  the  title  of  a  married  woman,  as,  Mrs.  Oscar  P. 
Rarrow.  A  widow  uses  her  own  given  name,  with  Mrs. 
prefixed,  as,  Mrs.  Helen  F.  Barrow. 

Mmes.,  the  abbreviation  of  Mesdames,  the  French  for 
Ladies,  is  used  before  the  name  of  a  firm  composed  of 
women. 

Mr.  is  used  when  a  man  has  no  other  title  of  distinc- 
tion. Never  address  an  individual  without  using  some 
title.  Albert  F.  Dawson  is  wrong.  Mr,  Albert  F. 
Dawson  is  correct. 

Esq.,  the  abbreviation  of  Esquire,  originally  desig- 


THE    MAKE-UP    OF    THE    LETTER  35 

nated  a  country  gentleman,  especially  one  holding  the 
position  of  justice  of  the  peace.  Today  it  is  practically 
the  equivalent  of  Mr.,  though  it  retains  its  association 
with  superior  gentility,  and  may  be  used  as  being 
slightly  more  dignified  than  Mr.  It  follows  the  name, 
as,  Everitt  H.  Conover,  Esq. 

Messrs.,  the  abbreviation  of  Messieurs,  the  French  for 
Gentlemen,  is  used  before  the  name  of  a  firm  composed 
of  men,  or  of  men  and  women.  An  incorporated  com- 
pany has  usually  an  impersonal  name,  and  Messrs. 
should  not  be  prefixed  to  it.  But  if  the  name  of  a  cor- 
poration contains  or  implies  the  names  of  individuals,  it 
is  the  best  form  to  prefix  Messrs.    It  is  correct  to  write : 

Messrs.  Smith,  Elder  &  Company 
The  Union  Trust  Company 

Many  firms  of  high  standing  do  not  make  it  a  practice 
to  use. Messrs.,  so  that  the  form  Smith,  Elder  &  Com- 
pany cannot  be  considered  incorrect. 

Dr.  is  used  as  the  title  of  one  holding  a  doctor's  de- 
gree, whether  of  medicine,  philosophy,  law,  theology,  or 
literature. 

Rev.  is  the  title  of  a  clergyman,  as,  Rev.  Raymond  F. 
Sanders. 

Prof.,  the  abbreviation  of  professor,  is  properly  ap- 
plied only  to  those  holding  professorships  in  colleges  or 
universities;  also  by  courtesy  to  teachers  in  secondary 
schools.  It  is  common  practice  to  abbreviate  it,  though 
the  recommendation  concerning  official  titles  (see  80) 
may  apply  here. 

Hon.  is  the  title  of  those  who  hold  important  govern- 


36  APPEARANCE    AND    CORRECTNESS 

mental  positions,  or  who  have  held  them.  It  is  used  in 
addressing  members  of  Congress,  senators,  cabinet  offi- 
cers, ambassadors,  governors,  lieutenant  governors, 
mayors,  and  judges;  by  courtesy  it  is  sometimes  more 
widely  extended. 

40.  Doubling  titles.    Do  not  double  these  titles. 

Wrotiff: 

Mr.  Elton  R.  Locke,  Esq. 
Rev.  Mr.  H.  C.  Weeks 

But  if  the  clergyman's  last  name  only  is  used,  the  form 
Rev.  Mr.  Weeks  is  correct, 

41.  Titles  of  official  position.  A  title  designating 
official  position  should  be  used  in  conjunction  with  Mr., 
and  to  avoid  making  the  second  line  of  the  address  too 
long,  is  put  on  a  line  with  the  name.  But  if  the  name  is 
long,  it  may  go  on  the  second  line,  or  on  a  line  by  itself. 
Right: 

Mr.  Walter  G.  Paine,  Superintendent, 
The  Waterford  Plow  Works, 
Waterford,  Nebraska. 

42.  Position  of  address.  The  position  of  the  ad- 
dress is  at  the  left  and  usually  at  the  beginning  of  the 
letter.  Since  it  should  not  run  beyond  the  center  of 
the  sheet  it  may  occupy  several  lines.  But  a  long  firm 
name,  especially  on  a  sheet  with  wide  margins,  will  run 
beyond  the  center  and  is  better  not  divided. 

It  may  begin  on  the  same  margin  as  the  body  of  the 
letter,  or  on  a  margin  farther  to  the  left.  The  former 
is  bv  far  the  more  usual  form. 


THE    MAKE-UP    OF    THE    LETTER  Z7 

The  United  Salt  Company, 

Syracuse,  New  York. 
Gentlemen : 

We  acknowledge  with  pleasure  the  receipt  of  your 
order  of  September  4,  which  we  shall  list  as  our  No. 
34958. 

The  United  Salt  Company, 

Syracuse,  New  York. 

Gentlemen : 

We  acknowledge  with  pleasure  the  re- 
ceipt of  your  order  of  September  4,  which 
we  shall  list  as  our  No.  34958. 

43.  Address  at  end  of  letter.  The  address  may  be 
put  at  the  end  of  the  letter,  with  the  following  effects : 

If  the  salutation  is  the  ordinary  ''Dear  Sir"  or  "Gen- 
tlemen," to  put  the  address  at  the  end  increases  the 
formality  and  impersonal  quality  of  the  letter. 

If  the  salutation  is  one  used  in  the  social  letter  (see 
49),  to  put  the  address  at  the  end  makes  the  letter  more 
informal  and  personal. 

More  formal: 

Dear  Sir: 

I  have  the  honor  to  announce  that  by  the  action  of 
the   Executive  Committee  you   have   been   appointee" 

Respectfully  yours, 
(Signature) 

Robert  D.  Cramer,  Esq., 
13  Milbank  Avenue, 
Holywood,  Connecticut 


56502 


38      APPEARANCE  AND  CORRECTNESS 

More  informal: 
Dear  Cramer: 

Here's  a  bit  of  good  news — you're  to  have  a  raise. 
The  chief  let  out  as  mucli  this  morning,  and  I  want  to 

be  the  first  to  congratulate  you 

Faithfully  yours, 
(Signature) 
Robert  D.  Cramer,  Esq., 
13  Milbank  Avenue, 
Holywood,  Connecticut. 

44.  Punctuation  of  address.  The  address  is  punc 
tuated,  as  the  examples  show,  by  a  comma  after  each  line 
except  the  last,  which  is  followed  by  a  period;  and  by  a 
comma  between  the  city  and  the  state. 

45.  The  envelope  address.  The  envelope  address 
should  take  one  of  the  three  forms  shown  on  page  40. 
Forms  1  and  2  are  those  recommended  by  the  Govern- 
ment, and  are  to  be  preferred  for  the  ease  with  which  a 
postal  clerk  on  a  mail  train  can  read  them.  Form  3  is  in 
good  use,  however,  by  some  of  the  firms  who  write  the 
lines  of  the  inside  address  all  on  one  margin. 

Be  sure  to  include  the  street  and  number  in  the  envel- 
ope address.  Write  the  name  of  the  sta+e  in  full.  The 
government  pamphlet  on  postal  information  points  out 
that  when  the  name  of  the  state  is  abbreviated,  fre- 
quently Va.  and  Pa.,  Md.  and  Ind.,  Colo,  and  Cal.,  Miss, 
and  Minn.,  and  others,  are  confused  and  mail  is  missent, 
as  post-offices  of  the  same  name  are  located  in  several 
different  states.    Do  not  write  in  pencil. 

"More  than  thirteen  million  pieces  of  mail  matter 
were  sent  to  the  Division  of  Dead  Letters  last  year,  a 


THE    MAKE-UP    OF    THE    LETTER  39 

large  proportion  of  which  could  not  be  delivered  because 
of  carelessness  in  writing  addresses."  "With  this  signifi- 
cant statement  the  Government  appeals  to  us  to  look  out 
for  our  own  interests  by  addressing  our  mail  matter 
carefully — a  precaution  which  ought  not  to  need 
emphasis. 

46.  Punctuation  of  envelope  address.  Punctuation 
at  the  ends  of  lines  may  be  omitted  from  the  envelope 
address,  or  may  be  retained.  Usage  supports  either  prac- 
tice. There  is  also  some  usage  to  support  writing  the 
city  and  the  state  on  the  same  line  in  typewritten  ad- 
dresses; but  in  this  case  the  state  should  stand  out 
clearly  to  the  right  of  the  address. 

47.  Special  address.  In  addition  to  the  parts  shown 
in  the  model  forms,  the  envelope  address  may  also  con- 
tain in  the  lower  left-hand  comer  such  special  directions 
as  "General  Delivery,"  "Personal,"  "Forward."  A 
letter  of  introduction  should  contain  in  this  place  the 
words  "Introducing  Mr.  Wilson."  Special  address, 
like  "Sales  Department,"  "Committee  on  Manufac- 
tures," should  occupy  this  position. 

48.  Return  card.  The  upper  left-hand  comer  should 
contain  a  ' '  return  card, ' '  according  to  the  models  shown. 
The  enormous  quantity  of  valuable  mail  matter  which 
finds  its  way  every  year  to  the  Dead  Letter  Office  would 
all  be  returned  in  safety  to  the  senders  if  every  letter  or 
package  bore  this  card.  Such  a  card  may  be  placed  on 
the  back  of  the  envelope  to  improve  the  appear- 
ance of  the  front;  for,  though  the  authorities  are  not 


40  APPEARANCE    AND    CORRECTNESS 

1 


After days  return  to 

John  C.  Smith, 

146  State  St., 
Wilkftsville,  N  Y. 

MR.    FRANK  B.    JONES, 

stamp. 

2416  Front    Street, 

OSWEGO, 

OHIO. 

2 

After days  return  to 

John  C.  Smith, 
Rural  Route  No.  i, 
Wilkesville,  N.  Y. 

MRo    FRANK  B.    JONES, 

stamp. 

Rural    Route  No. 

3, 

OSWEGO, 

OHIO. 

After days  return  to 

John  C.  Smith, 

146  State  St„ 
Wilkesville,  N.  Y. 

MR.    FRANK  B.    JONES, 

stamp. 

2416  Front  Street, 

OSWEGO, 

OHIO. 

THE    MAKE-UP    OF    THE    LETTER  41 

by  law  obliged  to  return  undelivered  mail  which 
hears  the  return  card  on  the  back,  in  practice  they 
do  return  it. 

49.  The  salutation.  For  the  salutation,  in  address- 
ing men,  under  ordinary  circumstances  the  only  per- 
missible forms  are  Dear  Sir,  and  Gentlemen.  But  the 
desire  to  use  a  personal  tone  in  business  letters,  as  soon 
as  a  degree  of  acquaintance  exists  between  the  corre- 
spondents, is  nowadays  leading  to  the  use  of  salutations 
belonging  to  the  social  letter.  These  are,  in  the  degree  of 
their  informality :  My  dear  Sir,  My  dear  Mr.  Hall,  Dear 
Mr.  Hall,  Dear  Hall,  Dear  Jack. 

In  addressing  women  the  salutation  is  Dear  Madam, 
Mesdames,  or  Ladies. 

Dear  Sirs  is  an  obsolete  form. 

Friend  John,  Friend  Mr.  Waters,  Friend  Smith,  are 
vulgarisms  in  both  business  and  social  letters. 

Dear  Friend,  Dear  Friends,  or  My  dear  Friend,  My 
dear  Friends,  are  salutations  designed  to  show  affec- 
tionate regard.  They  belong  entirely  to  the  social  letter, 
and  are  vulgarisms  when  used  in  the  business  letter. 
The  first  two  are  sometimes  seen  in  form  letters  which 
have  no  filled-in  address,  and  are  sent  to  both  men  and 
women.  In  such  cases  always  take  some  other  course  to 
provide  a  salutation  that  will  apply  to  both  sexes.  (See 
283.) 

50.  Punctuation  of  salutation.  The  punctuation  of 
the  salutation  varies,  though  probably  the  best  form  is 
the  colon,  which  implies  a  considerable  body  of  material 
to  follow.     But  the  colon  and  dash,  with  the  same  im- 


42      APPEARANCE  AND  CORRECTNESS 

plication,  is  also  much  used.    The  comma  or  the  comma 
and  dash  are  not  in  such  good  use. 

51.  Participial  conclusion.  End  the  letter  with  a 
complete  sentence  so  as  to  produce  a  clear-cut,  firm  im- 
pression. This  is  much  more  pleasant  than  a  ''particip- 
ial conclusion"  beginning  with  hoping,  wishing,  trusting, 
or  the  like,  which  is  always  clumsy  and  meaningless,  and 
does  positive  harm  to  the  effect  of  the  letter  by  spoiling 
the  straightforward  definiteness  of  a  strong  conclusion. 
Some  writers  defend  the  participial  conclusion  by  say- 
ing that  it  prevents  abruptness  in  the  end  of  a  letter, 
especially  in  a  letter  on  a  delicate  topic;  but  the  same 
effect  is  produced  by  a  concluding  sentence,  with  the 
added  advantage  of  definiteness.  "We  hope  that  after 
this  explanation  you  will  see  your  way  clear  to  resume 
our  former  pleasant  relations,"  has  an  advantage  in 
form  over  *  *  Hoping  that  after  this  explanation  you  will 
see,  etc.,  we  remain    .    .    .    .*' 

Wrong: 

Hoping  that  this  will  be  satisfactory. 
Assuring  you  of  our  appreciation  of  your  orders, 

Looking  forward  to  the  early  receipt  of  some  of  youi 
orders,  assuring  you  of  prompt,  careful  co-operation, 
we  are. 

Trusting  that  you  will  advise  us  of  your  acceptance 
of  this  favor,  and  that  you  will  watch  our  magazine 
grow  while  we  watch  yours,  we  beg  to  remain, 

Hoping  to  have  your  cash,  specifications,  and  due 
bill  in  the  very  near  future  and  feeling  sure  that  the 
rifle  will  give  you  excellent  results,  we  remain. 


THE    MAKE-UP    OF    THE    LETTER  43 

52.  The  complimentary  close.  The  complimentary 
close  may  be  any  one  of  the  many  courteous  phrases  dic- 
tated by  custom.  The  usual  forms  are  Yours  truly, 
Yours  very  truly,  Very  truly  yours.  Yours  respectfully, 
and  Respectfully  yours.  When  addressing  superiors  it 
is  well  to  use  one  of  the  last  two.  These  five  are  enough 
for  the  ordinary  purposes  of  business,  though  when  cor- 
respondents are  on  an  intimate  footing  and  are  writing 
on  personal  matters,  the  forms  permissible  in  social 
letters  may,  of  course,  be  used,  such  as  Sincerely  yours, 
and  Faithfully  yours.  A  touch  of  more  elaborate  and 
formal  courtesy  may  be  gained,  if  the  writer  desires,  by 
prefixing  to  the  complimentary  close  one  of  the  old- 
fashioned  forms,  I  am,  or  I  remain  (if  there  has  been 
previous  correspondence  with  the  person  addressed),  or 
even  I  have  the  honor  to  remain.  These  phrases  begin 
on  the  same  margin  as  the  paragraphs. 

53.  Punctuation  of  close.  A  comma  should  follow 
the  complimentary  close  to  separate  it  from  the  signature. 

54.  Position  of  close.  The  complimentary  close  be- 
gins in  about  the  center  of  the  sheet,  so  that  the  signa- 
ture, which  is  longer,  may  not  be  thrown  over  into  the 
right  margin. 

55.  The  signature.  The  signature  of  the  writer 
should  be  legibly  written.  Illegible  signatures  are  for- ' 
tunately  no  longer  fashionable.  It  should  always  take 
the  same  form — not  sometimes  A.  F.  Conklin  and 
sometimes  Alfred  F.  Conklin.  It  should  be  written  with 
a  pen.    To  make  a  signature  with  a  rubber  stamp  de- 


44      APPEARANCE  AND  CORRECTNESS 

tracts  from  the  personal  quality  of  the  letter,  aud  loses 
something  more  valuable  than  the  time  saved  by  the 
makeshift.  Even  in  form  letters  sent  out  by  the  thou- 
sand it  is  better  to  have  a  clerk  sign  the  name  of  some 
official  than  to  use  a  rubber  stamp  or  zinc  etching.  Ex- 
pense, of  course,  may  make  the  etched  signature  neces- 
sary, but  it  is  at  the  loss  of  appearance. 

Eoutine  correspondence  may  be  signed  by  the  com- 
pany's name,  typewritten,  followed  by  the  initials  of  the 
writer  in  ink.  This  is  less  personal,  however,  than  to  use 
the  full  name  of  the  writer  in  ink  following  the  com- 
pany's name  typewritten. 

56.  To  show  responsibility.  From  the  standpoint  of 
law  it  is  theoretically  important  that  the  form  of  the 
signature  show  the  degree  of  the  signer's  responsibility. 
If  he  signs  merely  as  agent  of  another,  intending  that 
any  loss  or  damage  resulting  from  the  letter  shall  noi: 
descend  on  himself,  he  must  indicate  this  fact  by  writ- 
ing first  the  name  of  his  principal,  and  then  his  own 
name.  If  a  letter  is  signed  * '  The  S.  S.  Pierce  Company, 
"Walter  P.  Owen,  Secretary,"  the  company  is  the  re- 
sponsible party.  But  if  it  were  signed  "Walter  P.  Oweu, 
Secretary  of  the  S.  S.  Pierce  Company,"  the  responsi- 
bility would  come  on  Owen  personally.  If  the  writer 
has  no  official  title  such  as  Secretary,  Treasurer,  Ad- 
ministrator, or  the  like,  he  may  show  his  relation  to  his 
principal  by  prefixing  to  his  signature  the  word  "by" 
(preferable  to  "per"). 


THE    MAKE-UP    OP    TttE    LETTER  4S 

The  company  responsible: 

Waters,  Oxford  &  Company, 
H.  H.  Thirlwall, 
Treasurer. 

Undermeyer  &  Simpson, 
by  R.  K.  Lampson. 

The  individual  responsible: 

H.  H.  Thirlwall,  Treasurer, 
Waters,  Oxford  &  Company. 

R.  K.  Lampson, 
Undermeyer  &  Simpson. 

(It  is  understood  that  in  actual  letters  the  signature 
of  the  writer  himself  should  be  written  with  pen.) 

57.  Letters  in  the  first  person.  But  letters  written 
hi  the  first  person,  as  sales  letters  or  adjustment  letters 
from  some  important  official  of  the  company  using  a  per- 
sonal style,  should  be  signed  by  the  name  of  the  official, 
followed  by  the  name  of  the  company. 

Mr.  F.  A.  Peterson, 
Peoria,  Illinois. 
Dear  Sir : 

It  is  apparent  to  me  that  we  are  not  obtaining  the 
share  of  your  trade  which  by  reason  of  our  prices, 
methods,  and  service,  we  have  a  right  to  expect. 

As  credit  man  for  our  firm,  I  want  just  a  moment  of 
your  time— I  want  to  ask  you  a  frank  question,  and 
solicit  an  equally  frank  reply. 

Why  do  we  not  get  more  of  your  business? 

I  know,  as  a  matter  of  course,  that  you  are  receiv- 
ing ample  accommodations  for  your  requirements  from 
other  houses,  but  it  has  occurred  to  me  that  perhr.ps 
you  were  not  aware  of  your  good  standing  with  our 


46      APPEARANCE  AND  CORRECTNESS 

firm,  and  that  it  would  give  me  particular  pleasure  to 
extend  you  freely  similar  accommodations  for  your 
business  needs. 

When  I  consider  the  nature  of  your  business,  the 
large  and  varied  lines  of  goods  you  handle,  it  does 
seem  to  me  we  ought  to  sell  you  three  or  four  times  as 
many  goods  each  year  as  we  have  in  the  past. 

I  sincerely  hope  you  will  give  the  subject  your  most 
serious  consideration.    If  you  will  frankly  tell  me  your 
views,  I  shall  esteem  it  a  personal  favor. 
Yours  respectfully, 

John  A.  Walford, 
Credit  Manager, 
Porter,  Packard  &  Co. 

58.  No  dotted  line  for  signature.  Do  not  provide  a 
dotted  line  for  the  signature,  for  the  same  reasons  as 
those  given  in  34a. 

59.  Position  of  signature.  The  position  of  the  sig- 
nature is  below  the  complimentary  close  and  usually  on 
a  margin  farther  to  the  right,  though  sometimes  on  the 
same  margin. 

60.  Margins.  A  good  margin,  at  least  one  inch,  or 
ten  spaces  of  the  typewriter,  should  be  left  at  each  side 
of  the  sheet.  A  similar  margin  is  left  at  the  bottom ;  and 
the  top  margin,  if  there  is  no  letter-head,  is  about  1 1-2 
inches  wide  from  the  upper  edge  of  the  sheet  to  the  head- 
ing. Keep  the  right  margin  as  even  as  possible ;  the  left 
margin  is,  of  course,  kept  even. 

If  the  letter  is  short,  increase  these  margins  in  propor- 
tion. The  rule  is  to  center  the  letter  on  the  page,  keeping 
its  proportions  similar  to  those  of  the  sheet.  If  this  is 
done,  even  a  very  short  letter  on  a  full-size  sheet  will 


THE    MAKE-UP    OF    THE    LETTER  47 

have  a  handsome  appearance,  because  the  proportions  of 
such  an  upright  rectangle  are  the  most  attractive  to  the 
eye.     (See  pages  22-24.) 

The  purpose  of  the  margin  is  to  help  the  reader  to  see 
the  letter  clearly.  A  margin  is  not  a  luxury,  but  a  ne- 
cessity. 

6i.  Spacing.  Since  a  two-page  letter  is  more  trouble 
to  read  and  an  expense  to  the  writer's  stationery  ac- 
count, use  single  spacing  between  the  lines  of  a  letter  so 
as  to  get  more  material  on  the  sheet. 

What  is  written  on  one  sheet  comes  under  a  single 
glance  of  the  eye.  This  is  an  advantage  in  some  sales 
letters,  where  the  whole  of  the  proposition  made  by  the 
writer  can  thus  be  grasped  at  the  first  instant. 

Single-spaced  letters,  if  the  paragraphs  are  short  and 
double  spaces  are  used  between  them,  are  easier  to  read 
and  handsomer  than  double-spaced  letters.  For  some 
kinds  of  official  business  double  spacing  is  still  in  use,  as 
well  as  in  a  minority  of  business  letters.  In  short  let- 
ters, double  spacing  is  often  used  to  make  the  writing  ex- 
tend farther  down  on  the  sheet  and  give  the  letter  a 
better  proportion. 

62.  Elite  or  pica  type.  Elite  type  has  some  ad- 
vantages over  pica,  due  to  its  smaller  size.  Its  use  al- 
lows more  words  to  the  sheet ;  thus  a  letter  which  in  pica 
would  require  two  sheets,  may  in  elite  require  only  one. 
A  letter  in  elite  may  have  a  wider  margin  and  conse- 
quently a  handsomer  appearance  than  the  same  letter  in 
pica.  But  the  use  of  either  type  is  usually  determined 
by  personal  liking. 


48      APPEARANCE  AND  CORRECTNESS 

63.  Spacing  between  parts  of  letter.  Use  double 
spacing  between  the  parts  of  a  letter;  that  is,  between 
heading  and  introductory  address,  between  address  and 
salutation,  between  salutation  and  the  body  of  the  letter, 
between  body  and  complimentary  close,  and  between 
close  and  signature. 

64.  Indentions.  Indent  each  paragraph  with  five  or 
ten  spaces  on  the  typewriter,  or  with  an  inch  in  a  pen- 
written  letter.  Use  the  same  indention  with  all  para- 
graphs, including  the  first. 

Some  writers  do  not  use  paragraph  indentions,  believ- 
ing that  the  double  spacing  between  paragraphs  is  suffi- 
cient to  set  them  off  from  each  other.  The  custom  is  as 
yet  a  novelty,  and  since  it  does  not  correspond  with  the 
custom  of  indentions  used  in  books,  is  likely  to  remain 
unfamiliar  to  the  eye. 


Chapter  IV 

Paper  and  Envelopes — Printing  on  the  Letter  Sheet 

65.  Sizes  of  paper.  Modern  business  stationery 
comes  in  four  chief  sizes:  (a)  full  sheet;  (b)  half  sheet; 
(c)  twofold;  (d)  note. 

(a)  Full  sheet,  8  1-2 x  11  inches ;  for  insertion  in  the 
commercial-size  envelope,  31-2x6  5-16  inches,  it  is 
folded  once  in  the  center  across  its  short  diameter,  the 
writing  inside,  and  the  lower  half  over  the  upper  half, 
leaving  the  under  half  protruding  an  eighth  of  an  inch 
for  convenience  in  opening ;  and  then  folded  twice  across 
what  is  now  the  short  diameter  of  the  already  folded 
sheet,  one-third  of  the  distance  from  each  end.  This 
sheet  is  in  use  for  letters  of  over  150  words  and  also  for 
shorter  letters  which  are  "centered"  to  gain  the  hand- 
some effect  of  wide  margins.  Its  disadvantage  for  short 
letters  is  its  cost. 

For  insertion  in  the  legal-size  envelope,  4 1-8  x  9 1-2 
inches,  the  full  sheet  is  folded  twice  across  the  short  di- 
ameter, one-third  of  the  distance  from  each  end,  the 
writing  inside. 

(b)  Half  sheet,  51-2x81-2  inches;  for  insertion  in 
the  envelope,  it  is  folded  twice  across  its  short  diameter 
one-third  of  the  distance  from  each  end.  This  sheet  may 
be  used  for  all  short  letters.  To  gain  a  better  appear- 
ance, write  across  the  short  diameter,  preserving  the  pro- 
portions of  an  upright  rectangle  as  in  the  full  sheet.  To 
economize,  write  across  the   long  diameter,  since  the 

49 


50  APPEARANCE    AND    CORRECTNESS 

longer  lines  require  less  moving  of  the  typewriter  car- 
riage. Take  care  that  the  letter-head  does  not  occupy 
too  much  space  on  a  half  sheet. 

(c)  Two  fold,  71-4x101-2  inches;  folded  like  the 
half  sheet.  This  sheet  is  in  considerable  use  for  letters  of 
medium  length,  since  it  is  handsome  and  is  easier  to  fold. 
In  folding,  also,  there  is  no  danger  of  injuring  an  en- 
graved letter-head.  It  requires  a  larger  envelope  than 
the  full  sheet  or  the  half  sheet,  and  so  is  slightly  more 
expensive  than  the  full  sheet. 

(d)  Note;  of  four  pages,  folded  once.  Of  widely 
varying  sizes,  but  usually  cut  to  fit  the  No.  4  Baronial 
envelope,  3  5-8  x  4 11-16  inches,  or  the  No.  5  Baronial, 
4 1-4  X  5  1-8  inches.  The  sizes  given  these  envelopes  vary 
with  different  paper  makers.  Their  closest  equivalents 
among  the  stamped  envelopes  issued  by  the  Post-Office 
Department  are  Nos.  10  and  11. 

The  note  sheet  is  used  to  give  an  effect  of  elegance  or 
personal  quality,  as  in  a  short  letter  from  a  prominent 
official  in  a  business  house.  The  first  and  third,  or  the 
first  and  fourth  pages  may  be  written  on. 

66.  Quality.  The  stock  from  which  business  station- 
ery is  made  must  be  of  a  quality  to  take  ink  well,  stiff 
enough  to  stand  when  filed  and  hard  enough  in  finish  so 
that  it  will  not  fluff  up  when  written  on. 

It  should  be  heavy,  stiff,  and  tough  enough  to  give  a 
handsome  appearance,  proportionate  to  the  dignity  of 
your  business.  A  good  quality  of  paper  adds  attractive- 
ness to  your  letters  and  increases  their  advertising  value. 

67.  Color.    "White  paper  of  excellent  quality  gives 


PAPER    AND    ENVELOPES  51 

the  best  effect,  and  individuality  of  appearance  cun  be 
given  by  the  letter-head.  But  colors  are  also  used  to  give 
distinctiveness,  and  delicate  tints  of  gray,  blue,  green, 
brown,  yellow,  or  salmon  are  not  unpleasant.  The  color 
should  be  light  or  the  writing  will  not  easily  be  read. 

68.  Stock  for  letter-head.  The  paper  should  be  cho- 
sen with  careful  thought  of  the  letter-head.  A  half  tone 
will  not  print  well  on  a  rough  paper  like  antique,  nor  on 
most  bonds.  Follow  the  advice  of  a  good  printer,  who 
will  know  what  paper  suits  your  letter-head. 

69.  Envelope.  The  envelope  should  be  of  the  same 
stock  as  the  paper,  and  should  fit  its  enclosures  snugly 
enough  to  prevent  their  slipping  about  and  tearing  the 
envelope,  but  loosely  enough  so  that  they  can  easily  be 
withdrawn. 

It  should  be  opaque,  so  that  the  writing  or  printing  in- 
side does  not  show  through ;  and  tough  to  prevent  tear- 
ing in  long  journeys.  The  heavier  the  enclosures  the 
tougher  must  be  the  envelope. 

70.  The  window  envelope.  The  window  envelope 
has  an  opening  in  the  front  covered  by  a  piece  of  trans- 
parent paper.  The  letter  when  inserted  is  so  folded  that 
the  inside  address  can  be  seen  through  the  opening.  This 
saves  the  expense  of  addressing  the  envelope,  and  pre- 
vents sending  a  letter  addressed  to  one  man  in  an  en- 
velope addressed  to  another.  For  these  reasons  its  use 
is  increasing  in  spite  of  its  inferior  appearance. 

Folding  the  letter  for  insertion  in  a  window  envelope 
of  ordinary  commercial  size  is  easiest  when  the  sheet  used 


52      APPEARANCE  AND  CORRECTNESS 

is  only  ten  inches  long.  Fold  twice  across  tlie  short  di- 
ameter, taking  care  that  the  top  of  the  sheet  containing 
the  address  is  outside ;  usually  the  folds  are  in  the  form 
of  a  Z,  so  as  to  keep  the  writing  inside.  Then  fold  once 
about  2  1-2  inches  from  the  right  end.  Practice  is  not 
yet  uniform  in  folding  the  letter  for  this  envelope. 

The  letter  sheet  to  be  used  with  a  window  envelope  of 
legal  size  may  be  of  regular  length — 11  inches — because 
of  the  greater  width  of  this  envelope.  For  insertion  in 
the  envelope  it  is  folded  twice  across  the  short  diameter, 
one-third  of  the  distance  from  each  end,  leaving  one- 
eighth  of  an  inch  over. 

Care  must  always  be  taken  to  write  the  address  in  the 
proper  position,  and  to  keep  the  letter-head  and  the  sal- 
utation far  enough  from  it  so  that  they  will  not  show 
through  the  opening. 

Printing  on  the  Letter  Sheet 

71.  General  principles.  Whatever  is  printed — or 
engraved  or  lithographed — on  the  letter  sheet  will  be 
seen  as  the  letter  is  read.  If  the  printed  matter  consists 
of  short  phrases  or  sentences,  each  surrounded  by  a  good 
open  space,  the  eye  will  retain  the  words  without  effort. 
But  if  there  is  too  much  printing,  so  that  it  needs  undi- 
vided attention,  it  will  detract  from  the  attention  given 
to  the  letter. 

In  general,  remember  that  a  reader  is  accustomed  to 
give  more  attention  to  a  letter  than  to  a  printed  folder, 
so  that  the  more  printing  on  the  letter  sheet  and  the 
greater  its  resemblance  to  a  folder,  the  less  attention  he 
will  give  to  the  letter  as  a  whole. 


PRINTING    ON    THE    LETTER    SHEET  53 

72.  The  letter-head.  The  letter-head — a  printed, 
embossed,  engraved,  lithographed,  or  photogravured 
heading  on  stationery — has  for  its  first  purpose  to  save 
time  for  the  writer  by  supplying  the  name  and  address 
of  the  individual  or  firm  for  whom  he  is  writing.  To 
satisfy  this  purpose  the  name  and  address  should  stand 
out  clearly.  The  name  of  the  company  may  be  supple- 
mented by  the  names  of  its  officers ;  to  the  post-office  ad- 
dress may  be  added  the  telephone  and  cable  addresses; 
and  for  the  information  of  the  receiver  may  be  added 
such  directions  as  "Address  all  communications  to  the 
company,"     "Address  the  Repair  Department,"     "In 

replying  please  refer  to "  (the  number  under 

which  the  sender  has  filed  a  copy  of  the  letter  sent). 

Its  second  purpose  is  to  add  to  the  dignity  and  attrac- 
tiveness of  the  letter,  so  that  it  may  properly  represent 
the  sender.  It  has  thus  great  advertising  value.  In  de- 
signing a  letter-head  the  chief  attention  is  given  to  this 
purpose ;  and  the  skill  of  the  artist  and  of  the  engraver  or 
the  printer  is  exercised  to  the  fullest  degree  in  providing 
a  just  proportion  between  beauty  and  utility.  To  adver- 
tise the  extent  of  the  firm,  a  list  of  its  branch  houses  may 
be  given.  The  trade-mark  or  motto  of  the  firm  is  usually 
included.  Even  illustrations  of  the  goods,  the  offices,  or 
the  manufacturing  plant  of  the  firm  may  appear.  The 
problem  is  always  how  much  information  to  give  without 
spoiling  the  design  and  swelling  the  size  of  the  letter-head 
so  that  it  crowds  the  letter.  The  most  effective  letter- 
heads are  usually  those  which  do  not  use  cuts,  which 
restrict  the  copy  to  essential  statements,  carefully 
worded,  and  which  extend  from  2  to  2 1-2  inches  dowii 


54      APPEARANCE  AND  CORRECTNESS 

on  a  full  sheet.  The  first  principles  in  their  design  are 
careful  balance  of  the  spaces  and  the  groups  of  material, 
and  emphasis  given  to  the  firm  name  by  means  of  larger 
size  type  and  greater  prominence  of  position. 

It  is  worth  while  to  apply  to  a  good  printer  or  en- 
graver for  a  letter-head,  if  indeed  not  to  a  regular  firm 
of  advertising  illustrators.  After  the  design  is  secured, 
a  good  letter-head  need  not  be  more  expensive  to  use 
than  a  poor  one. 

73.  Printing  on  the  left  margin.  When  printing 
appears  on  the  left  margin  of  the  sheet  it  usually  takes 
one  of  three  forms:  a  list  in  small  type  of  the  branch 
houses  or  the  products  of  the  company;  or  illustrative 
cuts ;  or  a  small  panel  surrounded  by  a  border,  contain- 
ing a  suggestive  bit  of  advertising.  To  use  the  margin 
for  printing  takes  something  from  appearance ;  the  less 
the  amount  of  printing,  the  less  the  sacrifice.  Illustra- 
tions on  the  margin  as  a  device  to  give  variety  should  be 
used  rarely.  Unless  they  are  unusually  handsome  they 
cheapen  the  letter  and  preferably  should  be  put  in  a 
folder. 

74.  Printing  at  the  bottom  of  the  sheet.  At  the 
bottom  of  the  sheet  it  is  a  good  plan  to  print  necessary 
directions  that  have  been  excluded  from  the  letter-head 
so  as  not  to  overload  it;  for  example,  "Address  all  com- 
munications to  the  company,  not  to  individuals," 
** Prices  subject  to  change  without  notice."  An  adver- 
tising phrase  also  is  often  put  in  this  place. 

75.  Printing  inside  a  folded  sheet.     In  a  sheet  of 


PRINTING    ON    THE    LETTER    SHEET  55 

four  pages,  each  usually  the  size  of  a  full  sheet,  the  two 
inside  pages  and  sometimes  the  fourth  page  also  are  used 
for  printing.  The  use  of  this  folded  sheet  is  growing, 
though  too  often  good  appearance  is  disregarded  in  the 
design  of  the  inside  printing  and  in  the  quality  of  the 
paper  used.  The  whole  should  retain  the  appearance  of 
a  letter  as  much  as  possible,  since  it  is  this  which  gains 
it  the  reader's  first  glance. 

76.  Printing  on  the  back  of  the  sheet.  The  back 
of  the  single  sheet  is  less  certain  to  be  seen  than  any  of 
the  positions  mentioned  above;  while  to  cover  it  with 
printing  detracts  greatly  from  the  good  appearance  of 
the  letter.  It  is  sometimes  used  when  a  good  many  di- 
rections, notices  disclaiming  liability  in  certain  cases, 
etc.,  are  to  be  given.  But  such  notices,  unless  they  de- 
part from  usual  custom,  will  be  understood  by  the  aver- 
age business  man  without  needing  to  be  stated,  or  will  be 
implied  by  law,  and  so  usually  need  not  be  printed. 


Chapter  Y 
Mistakes  in  Language 

77-  Stock  phrases.  Business  letters  have  for  cen 
turies  been  loaded  with  a  peculiar  jargon  against  which 
the  present  generation  has  revolted.  Many  of  the  ab- 
surd phrases  met  with  in  any  letter  a  few  years  ago,  and 
common  enough  today,  were  picked  up  at  various  times 
and  in  different  ways  by  letter  writers,  but  most  of  them 
owe  their  origin  to-  two  sources:  either  to  the  legal 
phraseology  employed  when  letters  were  few  and  their 
function  chiefly  that  of  making  contracts,  or  to  the 
elaborate  courtesy  in  fashion  in  the  seventeenth  and 
eighteenth  centuries — a  courtesy  which  was  found  in 
both  social  and  business  letters. 

These  phrases  have  stayed  in  business  letters  for  two 
reasons,  long  after  they  were  abandoned  everywhere  else. 
First,  men  and  women  usually  learn  to  write  letters 
when  beginning  business,  and  under  the  supervision  of 
older  people,  so  that  they  are  obliged  to  use  the  forms  of 
speech  already  employed  in  the  ofiBce;  also,  letters  have 
been  taught  from  books  which  made  a  specialty  of  teach- 
ing these  phrases,  as  if  business  letters  were  to  be  made 
up  of  a  series  of  hieroglyphics  which  none  but  the  initi- 
ated could  learn.  Second,  many  of  the  phrases  have 
some  value  for  their  courtesy,  or  because  they  save 
thought,  the  stock  phrase  coming  to  the  lips  without 
needing  the  impulsion  of  an  idea. 

Their  disadvantage,  besides  the  fact  that  they  are  not 

56 


MISTAKES    IN    LANGUAGE  57 

now  in  use  in  the  English  language  anywhere  else  than  in 
business  letters,  is  that  they  are  often  wordy  and  clumsy, 
and  trip  the  writer  into  saying  what  he  does  not  mean. 
The  modern  effort  to  make  the  letter  personal  and  ef- 
fective has  discarded  them,  and  the  next  generation  will 
probably  wonder  that  they  ever  were  used. 

78.  List  of  stock  phrases.  The  following  is  a  list 
of  the  chief  of  these  expressions.  Among  them  the  busi- 
ness man  will  recognize  many  that  he  uses  daily  and 
may  think  are  impossible  to  discard.  The  trend  of  the 
best  examples,  however,  especially  in  letters  addressed  to 
persons  not  in  business,  is  steadily  away  from  them. 

advise — of  legal  origin,  and  overworked.  Confine  it  as 
much  as  possible  to  the  actual  giving  of  advice.  Use 
"inform  us"  or  "tell  us." 
as  per — of  legal  origin.  Say  "according  to." 
at  all  times,  or  at  this  time — meaningless  as  usually 
found,  "We  are  sending  you  at  this  time  a  cata- 
log   ..     .     ." 

at  hand,  or  has  come  to  hand — obsolete  phrases.    Say 

"We  have  received    .     .    .     ." 

beg— as  in  the  phrases  "beg  to  state,"  or  "beg  to  re- 
main." Eelic  of  early  formal  courtesy,  sounding  un- 
pleasantly servile  today. 

complaint— a  word  with  a  disagreeable  sound.  If  you 
never  use  it  you  will  never  make  the  mistake  of  tell- 
ing a  customer  that  he  has  written  a  "complaint." 
Say  simply  "your  letter  of  August  2"  with  or  with- 
out reference  to  the  subject  of  that  letter.    (See  117.) 


58  APPEARANCE    AND     CORRECTNESS 

contents  carefully  noted — intended  to  have  a  courteous 
sound.    Meaningless,  and  occupies  valuable  space. 

esteemed— as  "Your  esteemed  favor."  The  word  is  ob- 
solete in  this  use. 

favor — wrongly  used  to  mean  "letter."  A  favor  is  a 
kindness  rendered;  a  letter  may  do  an  act  of  kind- 
ness, but  it  is  not  itself  a  kindness.  "I  shall  thank 
you  for  any  favors  you  can  show  me,"  and  "It  will 
be  a  great  favor  if  you  can  let  me  know  at  once,"  are 
correct  uses  of  the  word. 

hand  you — obsolete.    Say  "send  you." 

herewith— in  the  phrase  "I  enclose  herewith."  This 
word,  when  used  in  reference  to  letters,  means  "in 
this  envelope,"  an  idea  already  contained  in  the  word 
*  *  enclose, ' ' 

inst.,  ult.,  prox. — abbreviations  of  the  Latin  words  in- 
stant, ultimo,  proximo,  used  in  legal  documents  to 
mean  the  present,  the  last,  or  the  next  month.  Des- 
ignate the  month  by  its  name. 

kind — often  misused,  as  "your  kind  favor,"  "your  kind 
order."  Another  relic  of  servile  courtesy.  A  su- 
perior might  write  a  "kind"  letter,  gently  rebuking 
a  thoughtless  girl  in  his  office,  or  thanking  an  em- 
ployee for  a  service,  or  the  like.  The  word  should  be 
reserved  for  such  acts  of  personal  consideration ;  not 
used  to  describe  ordinary  letters  or  orders. 

kindly— as  in  the  phrase  "May  I  kindly  ask  you  to  fill 
out  the  enclosed  blank?"  It  is  correct  to  say  "May 
I  ask  you  kindly  to  fill  out,"  etc.,  but  "kindly"  de- 
scribes the  act  of  filling,  and  not  the  act  of  asking;  Do 
not  call  your  own  act"  a  kind  one. 


MISTAKES    IN    LANGUAGE  59 

Kindly,  when  used  with  the  imperative,  does  not 
greatly  lessen  the  brusqueness  of  the  command, 
''Kindly  send  in  the  monthly  report  of  your  local 
Bayport  Alumni  Club  by  October  10,"  gave  much 
offense  to  the  recipients,  though  intended  by  the  in- 
experienced writer  to  be  a  courteous  request. 

oblige— in  the  last  sentence  of  a  letter,  "and  oblige. 
Yours  very  truly."  This  makes  a  weak  ending,  like 
the  participial  conclusion  (see  51),  and  belongs  to 
the  same  ancient  date  as  "Your  obliged  and  most 
obedient  humble  servant. ' ' 

our  Mr.  Jones — an  inelegant  expression  in  referring  to 
a  salesman,  which  is  gradually  giving  place  to  "Mr. 
Jones,  our  representative,"  or  merely  the  man's 
name,  his  capacity  being  understood. 

passive  construction — instead  of  the  active,  when  its  use 
produces  clumsiness,  as,  "There  was  a  misunder- 
standing on  our  part,"  or  "The  goods  have  been  se- 
lected by  us,"  for  "We  have  misunderstood,"  or 
"We  have  selected  the  goods."  This  arises  from  a 
mistaken  reluctance  to  use  the  first  personal  pronoun. 
In  delicate  situations,  it  is  true,  to  speak  imperson- 
ally is  more  courteous  than  to  speak  personally,  but 
awkwardness  can  always  be  avoided. 

proposition— a  word  that  has  become  business  slang,  and 
is  used  to  mean  almost  anything.  It  really  means  a 
proposal,  or  an  undertaking. 

pronouns  or  articles  omitted — as  in  the  phrase  "Order 
received  and  will  forward  goods  at  once,"  for  "Your 
order  has  been  received.  We  will  forward  the  goods 
at  once."    Omissions  of  this  kind  have  no  other  ex-- 


60      APPEARANCE  AND  CORRECTNESS 

cuse  than  laziness.  They  make  a  bad  impression  on 
the  reader. 

recent  date — as  in  the  phrase  ''Your  letter  of  recent 
date. ' '  The  words  are  useless.  Either  give  the  date 
or  refer  to  the  subject  of  the  letter,  as,  "Your  letter 
about  bathroom  fixtures,"  or  say  merely,  "Your  let- 
ter." In  some  cases  the  last  is  not  objectionable,  as 
in  a  reply  to  an  inquiry  from  a  person  not  in  busi- 
ness, where  there  is  no  chance  that  the  reference  to 
"Your  letter"  will  be  misunderstood. 

same— wrong  when  used  as  a  pronoun,  as,  * '  "We  will  give 
your  account  credit  for  same,"  "We  regret  the  de- 
lay, and  hope  same  has  not  caused  you  inconven- 
ience," instead  of  "We  will  give  your  account  credit 
for  it,"  "We  hope  it  has  not  caused  you  incon- 
venience, ' '  Same  is  used  as  a  pronoun  in  legal  docu- 
ments to  give  precise  reference,  but  it  is  antiquated. 
In  business  letters  it  is  the  most  persistent  among  the 
condemned  stock  phrases.  It  is  always  easy  to  avoid 
by  the  substitution  of  it,  they,  or  them. 

state— overworked  and  formal.    Say  is  usually  better. 

valued — ^see  esteemed. 

"we"  or  "I"— often  confused  in  use.  When  speak- 
ing of  the  action  of  the  firm,  we  is  proper;  when 
speaking  of  the  writer's  action,  I  is  proper.  Unless 
the  whole  business  force  consists  of  one  man,  we  can 
be  used  properly  in  a  letter  from  any  firm. 

"Note. — I  and  we  are  often  used  wrongly  in  a  letter  to  refer 
to  the  same  antecedent  when  the  writer  mixes  their  meanings. 
This  has  given  rise  to  a  false  rule  sometimes  met,  that  the  two 
pronouns  should  never  be  used  in  the  same  letter.     (See  57.) 


MISTAKES    IN    LANGUAGE  61 

writer — wrong  when  used  in  the  mistaken  belief  that  it 
is  improper  to  use  the  first  person,  as  in  the  sentence 
"Your  letter  has  been  referred  to  the  writer,"  in- 
stead of  "to  me."  Where  there  is  cause  for  telling 
your  share  in  an  action,  the  first  person  is  correct 
and  graceful. 

Would  say,  or  wish  to  say — as  in  the  sentence  "Re- 
plying to  your  letter,  would  say  .  .  .  ."  An  an- 
tiquated and  wordy  construction.  Give  your  answer 
directly.  For  the  proper  method  of  reference  to  past 
correspondence,  see  83  and  84. 

79.  Abbreviations.  Abbreviations  might  be  included 
in  the  foregoing  list,  since  they  remain  in  business  let- 
ters as  a  relic  of  the  days  when  writing  was  done  with 
the  pen  and  brevity  was  the  chief  consideration.  The 
best  practice  regarding  them  is  represented  by  the  fol- 
lowing rules : 

Do  not  abbreviate  ordinary  words  in  the  body  or  the 
close  of  a  letter,  as  respt.  for  respectfully,  Yrs.,  for 
Yours,  and  the  like. 

.  Do  not  abbreviate  the  word  Company  unless  the  sym- 
bol &  is  used,  but  in  replying  to  a  firm  which  has  writ- 
ten you,  write  their  name  exactly  as  it  is  their  custom  to 
do. 

It  is  customary  to  abbreviate  the  names  of  states  and 
months;  but  be  careful  to  use  the  proper  abbreviations. 
(See  Appendix.)  Do  not  abbreviate  the  names  of  states 
in  the  envelope  address. 

Abbreviate  titles  of  honor  (see  39)  and  names  of  rail- 
roads. 


62      APPEARANCE  AND  CORRECTNESS 

80.  Recommendation  as  to  abbreviations.  A  gen- 
eral recommendation  in  considerable  use  nowadays  is, 
abbreviate  as  little  as  possible.  To  abbreviate  detracts 
from  the  appearance  of  the  letter  and  saves  only  a  frac- 
tion of  a  second  of  time  for  the  stenographer ;  while  for 
the  reader,  whose  interests  are  all-important,  it  takes 
more  time,  since  his  eye  more  easily  grasps  a  word  writ- 
ten out  in  full. 

According  to  this  recommendation  the  word  Company, 
the  names  of  months,  the  names  of  states,  and  titles  desig- 
nating official  capacity  should  not  be  abbreviated.  A 
special  reason  for  this  last  is  that  you  do  the  person  ad- 
dressed greater  honor  by  writing  his  title  in  full. 

81.  The  first  sentence.  The  first  sentence  of  any 
letter,  being  the  first  that  catches  the  reader's  eye,  is  in 
the  most  emphatic  position  and  should  be  used  to  contain 
important  matter  that  needs  emphasis.  If  your  first  sen- 
tence is  stuffed  with  needless  words  you  have  lost  a  great 
chance. 

82.  Its  tasks.  It  has  to  perform  several  tasks:  (a) 
to  refer  to  the  date  of  the  previous  letter;  (b)  sometimes 
to  refer  to  its  subject;  (c)  to  state  the  subject  of  the 
present  letter;  (d)  to  emphasize  courtesy. 

(a)  The  first  sentence  must  refer  to  the  date  of  the 
previous  letter,  if  there  has  been  one,  so  that  the  reader 
may  look  up  in  his  files  the  carbon  copy  of  the  letter 
referred  to. 

There  is  no  need  to  make  this  date  come  in  the  first 
line  of  the  letter;  it  will  be  seen  easily  enough  in  the  sec- 
ond line. 


MISTAKES    IN    LANGUAGE  63 

Note. — Sometimes  the  letter-head  contains  the  phrase,  "In 
reply  to  your  letter  of,"  leaving  the  date  to  be  added.  Much 
can  be  urged  in  defense  of  this  method  of  reference,  since  it 
clears  the  first  sentence  for  cordial  and  vigorous  phrases  and 
helps  unskilled  writers  to  begin  their  letters  effectively.  The 
objections  are  that  it  conflicts  with  ordinary  usage  and  loads 
the  letter-head  with  data,  to  the  injury  of  its  appearance. 
But  these  objections  have  no  great  weight  as  compared  with 
the  advantages  secured. 

(b)  The  first  sentence  may  mention  briefly  the  sub- 
ject of  the  previous  letter.  But  unless  you  are  referring 
to  a  letter  of  your  own  which  has  not  been  answered,  and 
which  you  have  reason  to  believe  has  been  lost  or  pur- 
posely overlooked,  do  not  use  more  than  a  few  words  in 
referring  to  the  previous  letter.  (See  the  letter  on 
page  24  and  others  throughout  the  book.) 

(c)  The  first  sentence  must  state  the  subject  of  the 
present  letter,  so  as  to  help  the  reader  fix  his  mind  in- 
stantly upon  the  topic.  If  he  is  in  a  large  business  he 
will  thus  see  at  once  what  department  should  have  charge 
of  the  letter.  In  any  case,  he  saves  time  if  he  finds  the 
subject  stated  at  once;  for  if  it  were  farther  down  the 
sheet  he  would  glance  along,  looking  for  it,  and  then 
return  to  read  what  came  before  it.  The  letter  is  rare 
indeed  that  cannot  begin  with  its  subject. 

Note. — This  subject  may  be  written  above  the  body  of  the 
letter,  as,  "Subject :  Water  Pipes  for  Watson  Residence."  This 
is  of  service  in  tiling  when  letters  about  many  contracts  are 
being  sent  to  the  same  firm.  (See  "Filing  Correspondence," 
Chapter  XXII.)  To  print  the  word  "Subject"  in  the  letter- 
head injures  the  appearance  and  saves  almost  no  time  for 
the  writer. 


64      APPEARANCE  AND  CORRECTNESS 

(d)  The  first  sentence  should  also  emphasize  the 
courteous,  personal  tone,  by  suggesting  cordiality,  sym- 
pathy, interest,  or  vigorous  action  for  the  reader's  bene- 
fit. The  first  words  of  the  letter  are  in  the  most  emphatic 
position,  and  if  they  produce  a  good  impression  they  give 
a  marvellous  help  to  the  rest  of  the  letter.  In  handling 
the  first  sentence  the  writer  has  his  best  opportunity. 

In  a  face-to-face  interview  the  cordial  handshake,  the 
smile,  the  courtesy,  the  regret  or  pleasure,  shown  in  a 
dozen  different  ways,  would,  of  course,  come  before  the 
transaction  of  the  business,  and  would  assist  it.  Much 
has  been  gained  if  this  can  come  first  in  the  letter. 
(See  22.) 

This  good  advice  is  easy  to  give  but  hard  to  act  upon 
without  assistance,  because  the  clumsy  stock  phrases  are 
the  only  ones  in  general  use  which  perform  the  three 
tasks,  and,  even  though  they  are  formal,  are  a  waste  of 
words,  and  are  usually  ungrammatical,  they  are  ser- 
viceable. 

The  definite  directions  which  follow  are  based  on  the 
practice  of  the  best  business  correspondents,  and  on  a 
study  of  many  thousand  letters  extending  over  a  period 
of  several  years.  They  have  been  found  to  apply  to 
every  situation. 

83.  How  to  write  the  first  sentence.  One  way  of 
acknowledging  a  letter  is  by  the  phrase,  "Y6ur  letter  of 
June  1  has  been  received,"  or,  **We  have  received  your 
letter  of  June  1." 

If  this  form  is  used  the  subject  of  the  previoi^s  letter 
Cfm  be  referred  to  next,  a§— • 


MISTAKES    IN    LANGUAGE  65 

**Your  letter  of  June  1  has  been  received,  inquiring 
about  our  line  of  carpenters'  tools." 

This  naturally  would  form  one  sentence,  and  the  action 
to  be  taken  would  occupy  the  next,  as,  ''Catalog  No.  5  is 
being  sent  you."  Better  to  join  the  two  items  in  one 
sentence,  as,  "In  response  to  your  letter  of  June  1,  in- 
quiring about  our  line  of  carpenters'  tools,  we  are  send- 
ing you  catalog  No.  5. ' ' 

84.  The  best  form.  But  the  best  sentence  is  the  one 
which  emphasizes  the  personal  tone,  as — 

"We  take  pleasure,  in  response  to  your  letter  of  June 
1,  in  sending  you  our  catalog  No.  5,  describing  our  line 
of  carpenters'  tools." 

Pleasure  or  regret  are  not  always  felt  concerning  every 
transaction,  nor  is  it  always  possible  to  begin  by  showing 
some  action  taken,  as,  "We  sent  a  tracer  after  your  de- 
layed shipment  at  once  upon  receipt  of  your  letter  of  Au- 
gust 1."  The  first  form  shown  above  is  one  that  will  al- 
ways serve  fairly  well  and  will  make  a  clear  impression, 
vastly  better  than  the  clumsy  forms  so  often  seen.  But 
the  writer  should  practice  varied  and  interesting  forms 
for  the  first  sentence.  The  last  sentence  is  almost  as  good 
a  place  for  the  expression  of  courtesy  if  too  much  diffi- 
culty is  found  with  the  first  sentence. 

85.  Classified  list  of  inferior  and  wrong  first  sen- 
tences, correctly  rewritten. 

(a)     Yours  received. 
Wrong: 

Yours  with  reference  to  the  shortage  iQa4e  io  your 
iftst  sWpmeot  receive^- 


66      APPEARANCE  AND  CORRECTNESS 

Yours  of  the  28th  rec'd  and  contents  noted  and  In 
reply  would  state  that  if  goods  do  not  turn  up  soon  we 
fear  we  shall  have  to  credit  your  account  with  sanae. 

Tour  letter  addressed  to  the  writer  relative  to  the 
return  of  desk  received  and  contents  carefully  noted. 
Our  wagon  will  call  at  your  bank. 

Right: 

We  regret  to  learn  from  your  letter  of  January  10 
that  there  was  a  shortage  in  your  last  shipment. 

We  regret  to  learn  from  your  letter  of  January  28 
that  the  goods  have  not  turned  up.  If  they  do  not 
come  in  we  shall  be  glad  to  give  your  account  credit  for 
thenL 

We  are  glad  to  allow  the  return  of  the  desk  you  do 
not  wish  to  keep.    Our  wagon  will  call  at  your  bank. 

(b)     Repljong  to  your  letter,  we  would  say,  or  we  wish 
to  say    .... 

Awkward  and  wordy: 

Replying  to  your  letter  of  April  4,  we  wish  to  say 
that  we  do  not  stock  the  goods  you  order. 

Replying  to  your  request  of  June  9,  we  would  say 
that  we  shall  not  purchase  any  more  cotton  goods  this 
season. 

Replying  to  your  letter  about  my  account,  I  wish  to 
say  that  my  ledger  does  not  agree  with  your  state- 
ment In   the  following   items: 

Right: 

We  regret  that  we  do  not  any  longer  stock  the  goods 
you  order  in  your  letter  of  April  4. 

We  have  already  completed  our  buying  of  cotton 


MISTAKES    IN    LANGUAGE  67 

goods  for  this  season,  and  so  are  not  able  to  do  as  you 
request  in  your  letter  of  June  9. 

My  ledger  does  not  agree  with  your  statement  of  my 
account  in  the  following  items : 

(c)  We  have  your  letter,  and  in  reply  will  say    .... 

Awkward  and  wordy: 

We  have  your  letter  of  January  4  in  reference  to 
your  mail  order,  and  in  reply  will  say  that  we  wrote 
you  January  2. 

We  are  in  receipt  of  your  letter  of  the  10th  inst,  and 
note  you  are  returning  the  ....  which  we  asked 
you  to  do,  and  upon  their  receipt  proper  credit  will  be 
passed  to  your  account. 

We  are  in  receipt  of  yours  of  the  27th,  which  we 
very  much  appreciate,  and  in  response  will  say  that  we 
are  positive  that  the  few  defective  pencils  are  the  last 
of  this  kind  you  will  ever  get. 

We  have  your  favor  of  the  21st  inst.,  and  beg  to  ad- 
vise that  we  are  forwarding  care  of  the  Melford  Nov- 
elty Co.  today  the  2  gross  of  Melba  Hair  Nets. 

We  have  your  appeal  for  information  regarding  your 
order  for  14  gauge  Galvanized  Iron,  and  beg  to  advise 
that  we  have  investigated  the  situation  and  found  the 
same  had  not  been  made  up,  since  our  mills  cannot 
handle  anything  so  heavy. 

Answering  yours  of  the  19th  we  take  pleasure  in  ad- 
vising that  your  several  orders  have  already  been 
shipped. 

Right: 

We  regret  to  learn  from  your  letter  of  January  4 
that  you  have  not  received  your  mail  order.  We  wrote 
you  in  regard  to  it  on  January  2. 


68      APPEARANCE  AND  CORRECTNESS 

We  learn  from  your  letter  of  June  10  that  you  are 
returning  the  .  .  .  .  as  we  asked  you  to  do.  Upon 
their  receipt  we  shall  be  glad  to  give  your  account 
proper  credit  for  them. 

Thank  you  for  your  expression  of  confidence  in  "Sun- 
set" pencils.  We  feel  confident  that  the  few  defective 
pencils  you  had  were  the  last  of  the  kind  that  you  will 
ever  f  «t 

Thank  you  for  your  order  of  May  21.  We  are  for- 
warding today  in  care  of  the  Melford  Novelty  Company 
the  2  gross  of  Melba  Hair  Nets. 

We  find  to  our  regret  that  your  order  for  14  gauge 
Galvanized  Iron  has  not  been  made  up.  Our  mills  will 
n'^t  handle  anything  so  heavy. 

We  are  glad  to  find  that  your  several  orders,  about 
which  you  inquire  in  your  letter  of  September  19,  have 
already  been  shipped. 

(d)  Replying  to,  or  referring  to,  or  answering  your  letter- 
followed  by  some  other  verb  than  one  of  speaking  or  writ- 
ing. (You  can  "reply,"  etc.,  only  by  speaking  or  writing; 
and  to  use  one  of  these  verbs,  even,  in  this  construction, 
has  just  been  shown  to  be  clumsy.  Avoid  the  difficulty  in 
one  of  the  ways  shown  below.) 

".-  Tonff: 

Replying  to  your  favor  of  June  27th,  we  have 
thought  it  best  to  forward  an  itemized  statement  of 
your  account. 

Answering  yours  of  the  28th,  invoices  now  past  due 
inyouraceountarethoseof>pril  19th,  22nd,     .... 

Answering  your  favor  of  June  27th,  as  some  mis- 
understanding has  evidently  occurred  in  your  account, 


MISTAKES    IN    LANGUAGE 

will  you  kindly  return  our  statement  and  letter  under 
flate  of  May  24th,  to  which  you  refer. 

In  reply  to  your  favor  of  the  5th  In  regard  to  cord 
handles,  we  are  very  sorry  that  we  cannot  send  you 
any  new  samples  at  the  present  time,  as  we  are  tied 
up  with  the  strike. 

In  regard  to  invoice  No.  63282,  enclosed  find  credit 
memo  for  54c  covering  shortage  of  kettle. 

Replying  to  your  letter  of  the  26th  ult.,  we  are 
sorry  to  hear  that  your  shipment  was  short  one  barrel 
of  flour. 

Referring  to  your  order  No.  1632,  we  have  just  re- 
ceived advice  that  the  goods  were  shipped    .... 

Referring  to  your  letter  of  March  11,  would  advise 
you  that  the  goods  on  your  order  No.  1632  were 
shipped    .... 

Referring  to  the  broken  celery  trays  and  pickle 
dishes  Nos.  3135  and  3133,  do  we  understand  that  you 
found  all  broken  except  three  out  of  the  lot,  or  three 
of  each  item?  Please  advise  us  and  we  will  give  your 
account  proper  credit. 

Bight: 

In  response  to  your  letter  of  June  27,  we  have 
thought  it   best  to   forward   an   itemized    statement 

The  invoices  in  your  account  now  past  due,  which 
you  asked  about  in  your  letter  of  June  28,  are  those  of 
April  19,  22 

It  is  evident  from  your  letter  of  June  27  that  there 
is  some  misunderstanding  about  your  account.  We 
regret  if  this  causes  you  any  trouble.     To  help  us 


90      APPEARANCE  AND  CORRECTNESS 

straighten  affairs  out,  will  you  not  return  our  stat^ 
ment  and  letter  of  May  24? 

We  are  sorry  not  to  be  able  to  send  you  the  samples 
of  cord  handles  for  which  you  ask  in  your  letter  of 
August  3.    The  strike  has  tied  us  up. 

To  cover  the  shortage  of  a  kettle  in  your  invoice  Na 
63282,  we  enclose  a  credit  memorandum  for  54c. 

We  are  sorry  to  learn  from  your  letter  of  May  26 
that  your  shipment  was  short  one  barrel  of  flour,  or — 

The  barrel  of  flour  short  in  your  shipment,  referred 
to  in  your  letter  of  May  26,  has  been  traced    .... 

We  have  just  received  word  that  the  goods  on  your 
order  No.  1632  were  shipped    .... 

Tour  order  No.  1632.  which  you  ask  about  in  your 
letter  of  March  11,  was  shipped    .... 

We  shall  gladly  give  your  account  credit  for  the 
broken  celery  trays  and  pickle  dishes  Nos.  3135  and 
3133,  as  soon  as  we  understand  whether  you  found  all 
except  three  broken  out  of  the  lot,  or  only  three  of 
each  item.    Please  let  us  know. 

(e)  I  write  in  regard  to  .  .  .  .  (This  phrase,  like  "I  take 
my  pen  in  hand,"  is  made  unnecessary  by  the  fact  that  the 
reader  can  see  that  you  are  writing.) 

A-tokioard: 

I  write  In  regard  to  the  engine  (type  H-6HP)  wMch 
I  ordered  of  you  January  10  and  which  I  have  not  re- 
ceived. 

We  are  writing  you  with  reference  to  a  new  and 
especially  attractive  policy  which  has  just  been  issued 
by  the  Millboro  Life  Insurance  Company,  which  W© 
lielieve  will  be  of  particular  interest  to  you. 


MISTAKES    IN    LANGUAGE  71 

Right: 

I  have  not  received  the  engine  (type  H-6HP)  which 
I  ordered  of  you  January  10. 

You  will  have  particular  interest  in  the  new  anfl  at- 
tractive policy  just  issued  by  the  Millboro  Life  In- 
surance Company.  A  word  or  two  will  set  the  plan 
before  you. 

86.  Internal  reference  to  previous  letter.  Like 
reference  in  the  first  sentence,  any  reference  within  the 
letter  to  a  previous  letter  should  be  direct  and  avoid 
awkwardness. 

Awkioard: 

You  state  in  your  letter  that  the  pamphlet  describing 
the  arithmetics  by  the  same  author  was  not  enclosed. 
We  are  sending  it  today. 

Referring  to  your  second  paragraph,  we  wish  to  say 
that  we  are  unable  to  allow  claims  which  are  not  pre- 
sented within  ten  days  after  the  goods  are  delivered. 

Right: 

We  are  sending  today  the  pamphlet  describing  the 
arithmetics  by  the  same  author,  which  was  omitted 
from  our  last  letter. 

We  regret  that  we  are  unable  to  allow  claims  which 
are  not  presented  within  ten  days  after  the  goods  are 
received. 


Part  III — Directions  for  Specific  Types 
of  Letters 


Chapter  VI 

Lhttbrs  Asking  Information — Letters  Giving 
OR  Refusing  Information 

Whether  in  business  or  out  of  it,  you  will  need  to  write 
for  information  on  subjects  about  which  you  may  know 
much  or  little.  It  is  at  least  as  difficult  to  ask  questions 
inteUigently  as  it  is  to  answer  them,  so  that  such  letters 
should  be  considered  well  before  they  are  written. 

87.  Inquiry  leading  to  purchase.  An  inquiry  lead- 
ing to  purchase  is  usually  of  a  simple  nature,  like  a  re- 
quest for  a  catalogue  or  a  pamphlet.  The  real  responsibil- 
ity lies  not  with  the  writer  but  with  the  firm  addressed ; 
for  advertisements,  sales  letters,  or  printed  mail  matter 
should  all  be  directed  toward  making  it  easy  for  the  cus- 
tomer to  ask  the  right  questions,  and  to  tell  everything 
about  his  situation  which  the  seller  ought  to  know.  But 
the  inquirer's  duty  is  to  make  his  question  clear  and 
courteous,  and  to  divide  it  if  it  is  complex. 

88.  Routine  inquiry.  Where  the  favor  asked  is  one 
of  the  common  courtesies  of  business,  which  every  firm 
may  expect  to  ask  or  to  be  asked,  the  letter  should  be  as 
brief  as  possible,  containing  only  the  question,  the  infor- 
mation needed  to  explain  it,  and  a  word  of  thanks,  as— 

72 


LETTERS    ASKING    INFORMATION  73 

We  should  like  to  have  you  inform  us  of  your  ex- 
perience with  Mr.  O.  P.  James  of  Waltham,  Massa- 
chusetts. 

He  has  sent  us  a  first  order  for  a  $150  assortment  of 
canned  goods.  He  has  paid  us  $100  on  account  and 
Vie  are  proceeding  with  the  shipment. 

We  shall  be  glad  to  reciprocate  your  kindness. 

8g.  Inquiry  on  unfamiliar  subject.  When  writing 
an  inquiry  on  an  unfamiliar  subject  the  arrangement  of 
material  should  be  as  follows: 

(a)  Stale  at  once  the  general  subject  of  your  inquiry 
and  follow  this  by  specific  questions.  A  very  few  words 
in  the  first  sentence  about  your  purpose  or  your  position 
will  give  a  pleasant  introduction  to  your  letter,  but  the 
subject  must  be  stated  immediately  after. 

Right: 

In  behalf  of  the  Civic  Association  of  Edgewater,  I 
wish  to  ask  your  opinion  as  to  the  need  for  an  Em- 
ployment Bureau  in  this  city. 

I  am  writing  a  book  about  fraternities  and  wish  to 
get  your  help  on  the  situation  at  Wisconsin. 

For  the  use  of  my  classes  in  the  Commercial  High 
School,  may  I  have  some  of  your  discarded  corres- 
pondence? 

To  help  me  in  my  work  as  a  stenographer,  can  you 
answer  the  following  questions  about  good  English? 

In  order  that  we  may  make  the  Jones  Business  Ser- 
Tlce  of  more  value  to  you,  now  that  you  have  used  it 
for  a  year,  will  you  give  us  the  benefit  of  your  expe- 
rience with  it? 

It  is  wrong  to  begin  the  letter  with  a  paragraph  tell- 
ing who  you  are  and  where  you  live,  for  though  the  read- 
er may  need  to  know  these  things  before  he  has  finished, 


74  SPECIFIC    TYPES    OF    LETTERS 

their  value  is  to  explain  your  question,  and  your  question 
should  come  first.  Imagine  yourself  standing  beside  a 
busy  executive  at  his  desk.  He  first  glances  at  your  card 
or  hears  your  introduction;  in  reading  your  letter,  he 
will  glance  at  the  letter-head  or  at  your  signature.  Then 
he  asks,  ''What  do  you  want?"  or  "What  can  I  do  for 
you?"  A  statement  of  your  wants  is  his  first  require- 
ment, though  to  explain  them  he  may  or  may  not  wish 
to  know  more  about  you.  If  you  told  your  story  first 
and  asked  your  question  second,  you  might  find  you  had 
spent  your  breath  on  the  wrong  man.  So  a  letter  of  in- 
quiry might  be  read  by  the  wrong  official  unless  the  first 
sentence,  by  giving  the  subject,  showed  which  depart- 
ment should  answer  the  inquiry. 

(b)  Second,  state  the  purpose  of  your  inquiry,  and  in 
this  connection  state  who  you  are  and  what  your  situa- 
tion is,  or  give  any  information  that  will  be  of  service  in 
helping  the  person  addressed  to  answer,  or  in  proving 
you  to  be  worthy  his  attention.  Do  not  confide  to  him 
private  matters  which  have  nothing  to  do  with  the  case  ; 
this  is  one  of  the  most  amusing  and  frequent  errors  with 
which  business  men  meet ;  but  do  not  hesitate  to  tell  him 
what  he  needs  to  know,  even  though  this  may  involve 
telling  him  who  and  what  you  are. 

May  I  ask  for  information  on  the  following  points  in 
your  store  management  and  policy? 

(1)  Do  you  provide  a  training  class  for  new  sales- 
people?   If  so,  what  is  its  nature  and  extent? 

(2)  Do  you,  etc. 

I  aii  -iiiCleavoring  to  improve  the  quality  of  my  de- 
partment store  in   Columbus,  and  naturally  turn  to 


LETTERS    ASKING    INFORMATION  75 

your  store  as  exemplifying  the  best  methods  of  store 
management. 

I  shall  be  deeply  obliged  for  any  Information  you 
can  give  me. 

While  the  second  division  of  the  letter  will  help  the 
reader  to  gauge  his  reply  more  intelligently  to  fit  your 
needs,  it  may  have  another  purpose — to  remove  his  pos- 
sible objections  to  replying  at  all,  or  to  replying  as  you 
want  him  to.  Your  letter  thus  becomes  a  genuine  appeal 
to  his  interest,  and  a  great  deal  depends  on  the  skill  with 
which  you  can  present  your  case.  The  clearness  and 
good  sense  of  your  questions  and  your  courteous  language 
will  act  favorably  on  him.  You  may  offer  to  treat  his 
reply  as  confidential  or  to  avoid  mentioning  his  name 
in  connection  with  his  statements ;  or,  on  the  other  hand, 
to  acknowledge  his  assistance.  You  may  refer  to  similar 
help  given  you  by  others,  or  to  the  general  principle  of 
mutual  assistance  which  makes  all  business  men  feel  free 
to  ask  and  willing  to  grant  information.  If  you  are  in 
a  position  to  grant  any  service  in  return,  say  so ;  though 
such  services  are  to  be  treated  as  favors  by  both  parties, 
not  as  labor  paid  by  an  equivalent. 

(c)  End  your  letter  courteously,  expressing  your  ap- 
preciation for  whatever  the  person  addressed  can  do  for 
you.  Avoid  the  stock  phrase  ' '  Thank  you  in  advance, ' ' 
which  has  been  used  so  often  in  making  careless  demands 
on  a  man's  time  that  it  has  an  unpleasant  sound  in  most 
ears. 

go.  Enclose  stamped  envelope.  Enclose  a  stamped 
and  self-addressed  envelope.  This  saves  more  of  your 
informant's  time  than  if  you  enclosed  a  stamp.    But  to 


76  SPECIFIC    TYPES    OF    LETTERS 

send  postage  does  not  in  any  way  give  you  a  claim  on  his 
attention,  and  if  he  is  too  busy  to  reply  or  feels  that  your 
demand  on  his  time  is  unjustified,  you  must  accept  his 
judgment. 

91.  Abuse  of  courtesy.  Do  not  abuse  the  courtesy 
of  busy  men  by  asking  for  information  that  you  can  get 
along  without,  or  can  find  in  a  dictionary  or  an  encyclo- 
pedia, or  by  asking  a  reference  librarian. 

92.  Letter  of  thanks.  When  the  reply  has  been  re- 
ceived, send  a  brief  letter  of  thanks.  Except  in  cases 
where  reciprocal  favors  are  constant,  so  that  you  can  do 
the  other  man  a  good  turn  as  often  as  he  does  you  one, 
such  an  expression  of  gratitude  is  only  decent ;  but  it  is 
painfully  rare. 

93.  The  negative  suggestion.  Guard  against  a  neg- 
ative suggestion  in  your  inquiry ;  that  is,  anything  which 
suggests  to  the  reader,  however  indirectly,  that  he  should 
not  grant  your  request.  Do  not  tell  him  that  you  know 
you  ought  not  to  trouble  him ;  do  not  say  that  you  hope 
this  will  not  be  too  much  trouble  for  him,  or  that  you 
are  sorry  to  trouble  him,  or  that  you  know  you  are  mak- 
ing severe  demands  on  his  time,  or  that  you  know  he  is  a 
busy  man.  All  of  these  have  a  courteous  intent,  but  they 
suggest  to  him  that  he  become  irritated  by  your  letter. 
If  you  really  ought  not  to  trouble  him,  do  not  write  at 
all.  Requests  of  all  sorts  are  commonly  made  and  com- 
monly granted.  The  modern  conception  of  business  as 
service,  and  the  modern  desire  to  have  one 's  house  widely 
and  favorably  known,  unite  to  encourage  the  reader  to 


LETTERS  Giving  or  refusing  information    n 

reply;  do  not  try  to  make  him  feel  aggrieved.  Let  the 
courteous  tone  and  the  careful  precision  of  your  letter 
stand  instead  of  apology. 

Letters  Giving  or  Refusing  Information 

94.  Granting  requests.  When  granting  a  request 
for  information,  do  it  cheerfully  or  not  at  all.  Consider 
the  purpose  and  the  need  of  the  one  desiring  informa- 
tion, and  select  your  statements  on  that  basis,  trying  to 
picture  his  circumstances.  Make  your  answers  brief, 
and  divide  them  under  specific  heads  at  the  risk  of  ap- 
pearing formal.  Show  courtesy  and  a  desire  to  be  of 
further  assistance. 

95.  Sending  printed  matter.  Do  not  cover  in  a  let- 
ter ground  that  can  better  be  covered  by  an  accompany- 
ing pamphlet,  catalog,  or  other  printed  material;  but 
send  this  with  a  letter  referring  specifically  to  sections 
of  the  printed  matter  which  may  be  of  greatest  assist- 
ance. 

96.  Quoting  the  inquiry.  If  you  do  not  understand 
the  inquiry  it  is  entirely  courteous  to  quote  its  lan- 
guage, saying,  * '  You  ask  me  further  as  follows :  .  .  .  . 
I  am  not  sure  that  I  understand  your  wish,  but  I  believe 
that  this  will  be  satisfactory";  or  "I  fear  that  I  do  not 
understand  your  wishes  on  this  point ;  will  you  not  write 
me  again?"  Phrase  your  sentence  so  as  to  assume  the 
blame,  and  not  to  tell  the  writer  that  his  language  was 
not  clear.  Remember  that  the  slightest  implication  of 
blame  in  a  letter  inflicts  a  far  more  painful  wound  on 


78  SPECIFIC    TYPES    OF    LETTERS 

the  reader's  self-love  than  if  the  words  were  spoken  to 
his  face. 

A  courteous,  brief  reply: 

I  take  pleasure  in  replying  to  your  inquiry  of  Jan- 
uary 8. 

Under  separate  cover  I  send  a  copy  of  our  Rule 
Book,  which  will,  I  believe,  answer  the  questions  you 
ask  regarding  our  sales  force.  From  time  to  time  we 
issue  bulletins  on  store  service,  and  then  include  these 
in  the  new  edition  of  the  Rule  Book.  Also  we  send 
around  bulletins  calling  attention  to  rules  which  are 
not  being  complied  with. 

You  ask,  "How  do  you  control  items  sent  on  ap- 
proval?" We  try  to  be  liberal  on  this  point  and  send 
goods  on  approval  except  when  they  are  perishable, 
such  as  evening  gowns,  opera  cloaks,  and  the  like. 

If  I  can  be  of  further  service,  please  address  me. 

97.  Refusing  requests.  In  refusing  a  request,  do  so 
without  apology,  but  give  a  courteous  explanation  so  far 
as  you  think  one  is  needed.  A  general  policy  is  service- 
able to  guide  your  action,  and  to  quote  in  such  a  way  as 
to  remove  any  personal  implication  from  your  refusal. 

The  following  example  is  similar  in  tone,  though  not 
in  subject,  to  a  refusal  of  information.  Observe  the  pos- 
itive suggestion  at  the  end,  calling  attention  to  the  firm's 
regular  equipment  for  service. 

Courteous,  trief  refusal  to  request  for  donation,: 

We  regret  that  we  are  unable  to  grant  your  request 
contained  in  your  letter  of  April  12. 

So  many  requests  of  a  similar  nature  come  to  us  that 
we  have  been  obliged  to  pass  a  ruling  to  grant  none  ot 
them,  and  to  express  our  good-will  to  religious  organi- 


LETTERS  GIVING  OR  REFUSING  INFORMATION     79 

zations  by  regularly  arranged  contributions  through 
channels  already  determined  upon,  thus  reaching  more 
effectively  the  ends  you  and  we  both  desire. 

We  have  endeavored  to  serve  the  needs  of  your  or- 
ganization through  our  Ecclesiastical  Bureau,  which 
keeps  thoroughly  in  touch  with  your  wishes  for  ar- 
ticles of  church  use,  and  which  will  be  glad  to  make 
you  special  prices. 

The  following  examples  illustrate  the  application  to 
the  sales  field  of  the  principles  discussed  in  this  section. 
None  of  the  firms  was  under  any  obligation  to  the  writer 
who  tried  to  sell  them  advertising  space. 

One  discourteous  and  four  courteous  refusals  of  the  same  re- 
quest from  different  firms: 

Replying  to  your  favor  of  recent  date  beg  to  advise 
we  are  not  interested  in  your  proposition. 

We  acknowledge  with  thanks  your  letter  of  Feb- 
ruary 10  with  reference  to  advertising.  As  our  plans 
for  advertising  have  all  been  completed  and  no  addi- 
tional media  are  at  present  being  added  to  our  list,  we 
are  unable  to  meet  your  wishes. 

We  have  received  your  letter  of  February  7  asking 
us  to  take  advertising  space  in  the  Kingston  Spectator. 
We  regret  that  it  is  impossible  to  do  so,  since  the  ad- 
vertising plans  already  made  covering  the  next  few 
months  will  exhaust  our  appropriation. 

Unfortunately,  our  advertising  appropriation  does 
not  cover  such  publications  as  the  Spectator,  and  in 
consequence  we  could  not  consider  your  offer.  We 
thank  you  very  much  for  bringing  your  offer  before  us, 
and  we  assure  you  if  at  any  time  in  the  future  we  de- 
cide to  use  publications  in  your  class,  we  shall  be 
pleased  to  give  the  Spectator  our  consideration. 


80  SPECIFIC    TYPES    OF    LETTERS 

We  have  your  letter  of  February  28  soliciting  The 
Heath  Company's  advertisement  for  The  Kingston 
Spectator. 

I  regret  to  inform  you  that  The  Heath  Company  is 
not  placing  any  new  contracts  for  advertising  this 
spring,  but  is  merely  completing  the  regular  schedule 
which  is  mapped  out  months  in  advance  each  year. 
Furthermore,  we  do  not  make  use  of  any  local  publica- 
tions. We  advertise  only  in  publications  having  a 
large  and  regular  circulation,  and  those  particularly 
that  reach  the  housewife  or  heads  of  families. 

We  thank  you  for  calling  our  attention  to  your  pub- 
lication ;  the  fact  that  we  do  not  make  use  of  it  by  no 
means  implies  that  we  think  it  lacks  merit. 


Chapter  VII 

Letters     Ordering     Goods — Remittances    and     En- 
closures 

98.  Liability  of  error.  An  order  is  an  important 
document  and  the  least  error  in  it  may  lead  to  serious 
loss.  Accordingly,  the  utmost  pains  should  be  taken  to 
make  it  clear  and  complete.  Of  all  letters  it  is  the  easi-< 
est  to  write,  and  yet  of  all  letters  it  is  the  most  often 
written  incompletely.  The  writer  thinks  that  many  of 
its  specifications  will  be  taken  for  granted  or  can  easily 
be  looked  up  by  the  firm  receiving  it ;  and  because  he  is 
conferring  a  benefit,  he  thinks  himself  under  no  obliga- 
tion to  be  careful.  This  is  a  woeful  error  and  causes 
great  losses  every  year. 

99.  What  an  order  will  contain.  A  complete 
order  will  contain  the  following  material:  (a)  a  state- 
ment of  the  goods  ordered;  (b)  reference  to  catalog; 
(c)  method  of  shipment;  (d)  destination;  (e)  shipping 
date;  (f)  number  of  the  order. 

(a)  The  goods  ordered  should  be  presented  sep- 
arately from  the  rest  of  the  letter,  each  item  on  a  line 
by  itself,  with  a  statement  of  quantity,  catalog  number, 
description,  size,  color,  or  other  specifications,  the  price 
of  each  item  singly,  and  the  total  price  of  the  number 
ordered  of  that  article.  To  avoid  confusion  with  other 
words  on  the  same  line,  the  initial  letters  in  the  name 
of  each  article  are  capitalized.  The  series  of  items  is 
arranged  in  a  column — tabulated — and  the  total  price 

81 


82  SPECIFIC    TYPES    OF    LETTERS 

of  the  order  is  added.    Thus  all  the  figures  of  the  trans- 
action can  be  checked  by  both  parties.     (See  also  95.) 

When  prices  of  goods  are  not  known,  as  in  the  letter 
on  page  22,  or  when  they  are  subject  to  change  without 
notice,  it  is  understood  that  the  goods  will  be  supplied  at 
the  regular  prices  quoted  on  the  day  the  letter  is  re- 
ceived. But  when  the  prices  can  be  ascertained  it  is  a 
wise  precaution  to  quote  them  in  the  order. 

(b)  If  the  goods  are  selected  from  a  catalog  or  a 
price  list,  the  date  or  the  number  of  the  catalog  or  list 
should  be  given  without  fail,  since  different  issues  make 
many  changes. 

(c)  The  method  of  shipment  should  be  specified, 
whether  by  freight,  express,  or  post;  also  the  route  if 
this  is  important.  If  the  writer  specifies  these  matters 
and  the  shipper  disobeys  his  instructions  and  loss 
occurs,  the  shipper  is  responsible.  But  if  the  writer 
does  not  specify,  the  shipper  may  choose  his  own  route 
and  method  of  shipment  without  incurring  any  liability. 

(d)  The  destination  should  be  given  if  it  is  different 
from  the  writer's  address. 

(e)  The  date  should  be  given  on  which  shipment  is 
desired  if  the  goods  are  to  be  held  for  later  delivery  If 
they  are  needed  by  a  definite  date  this  fact  should  be 
stated,  since  otherwise  the  shipper  will  not  be  liable  for 
loss  caused  by  delay.  If  only  ordinary  promptness  is 
required,  use  the  phrase  "Ship  at  once."  If  goods  are 
needed  in  special  haste,  specify  the  reasons  to  make  the 
importance  of  the  request  felt. 

(f )  The  firm  sending  the  order  may  give  it  a  number, 
by  which  it  is  mentioned  more  easily  in  further  corre- 


REMITTANCES    AND    ENCLOSURES  83 

gpondenee.  The  firm  receiving  the  order  may  also  give 
it  a  number,  and  in  that  case  both  numbers  must  be 
mentioned. 

100.  Special  information.  Besides  these  necessary 
features,  a  letter  ordering  goods  may  contain  special 
information,  further  specifications,  reference  to  previous 
arrangements,  and  the  like. 

10 1.  Order  blanks.  Order  blanks  are  usually  pre- 
pared to  save  the  labor  of  writing  a  letter,  and,  by  pro- 
viding suitable  spaces,  to  insure  that  all  necessary  in- 
formation is  included.  If  an  order  blank  provides  also 
a  space  for  special  remarks,  there  is  no  need  to  write  a 
letter  at  all.  In  writing  the  copy  for  an  order  blank 
that  is  to  be  printed,  it  is  not  a  bad  plan  to  label  the 
spaces,  showing  what  they  should  contain,  so  that  any 
incompleteness  will  be  easily  detected. 

Remittances  and  Enclosures 

102.  Form  of  enclosure.  When  money  is  sent 
through  the  mails  it  should  never  be  in  currency,  but  in 
the  form  of  a  registered  letter,  a  postal  money  order,  an 
express  money  order,  a  bill  of  exchange  or  bank  draft, 
a  personal  or  a  certified  check,  a  cashier's  check,  or  a 
certificate  of  deposit. 

103.  Reference  to  enclosure.  Always  mention  in 
the  accompanying  letter  the  amount  of  money  enclosed 
and  the  form  in  which  it  is  sent,  so  that  if  the  money 
is  lost  its  loss  will  be  noted  at  once  and  its  tracing  made 
easier. 


84  SPECIFIC    TYPES    OF    LETTERS 

104.  Reference  to  account.  Always  state  the  ac- 
count on  which  the  money  is  to  apply.  The  sender 
has  the  right  to  designate  this.  It  is  an  important  priv- 
ilege for  this  reason:  The  statute  of  limitations,  differ- 
ing in  different  states,  declares  as  outlawed  an  account 
which  has  run  a  certain  time  without  any  payment.  If 
the  sender  fails  to  specify  how  the  money  is  to  be  used 
the  receiver  may  apply  it  to  an  old  debt,  thus  renewing 
its  life  up  to  the  time  when  the  money  was  sent,  and 
preventing  the  sender  from  using  his  privileges  under 
the  statute.  For  many  other  more  ordinary  reasons  the 
sender  may  wish  to  pay  a  certain  account  and  to  let 
others  run  for  a  time,  and  so  should  designate  how  his 
money  is  to  be  applied  to  his  accounts. 

105.  Reference  early  in  the  letter.  Unless  the  en- 
closure is  a  very  trivial  one  and  the  letter  is  occupied 
with  more  important  matters,  the  mention  of  the  money 
should  come  in  the  first  sentence  or  as  near  the  first  of 
the  letter  as  possible. 

106.  "Enc."  Any  enclosure,  whether  of  money  or 
of  printed  matter  or  of  samples  of  merchandise,  should 
be  referred  to  in  the  body  of  the  letter,  and  at  the  foot 
of  the  letter  should  be  written  the  abbreviation  "Enc." 
or  **2  Enc,"  etc.  These  precautions  act  as  checks  on 
the  attention  of  the  writer. 

In  some  large  ofiBces  all  outgoing  letters  pass  through 
the  hands  of  a  mailing  clerk,  who  is  required  to  see  that 
all  enclosures  are  in  the  envelope.  Some  firms  paste 
labels  on  letters  that  are  to  have  enclosures,  to  attract  the 
sender's  attention  when  he  folds  the  letter. 


REMITTANCES    AND    ENCLOSURES  85 

107.  Tabulate  figures.  Whenever  a  letter  tells  of  a 
transaction  involving  several  amounts  requiring  addi- 
tion, subtraction,  or  multiplication  the  figures  should 
all  be  tabulated  and  the  arithmetical  operations  shown 
clearly  in  the  letter — unless,  of  course,  they  are  shown 
on  an  enclosed  bill.  It  is  almost  impossible  to  follow  a 
complicated  statement  of  an  account,  for  instance,  with 
its  charges,  discounts,  remittances,  and  credits,  unless 
it  is  presented  in  tabulated  form. 

108.  Taking  discount.  If  a  discount  is  taken  it 
should  be  clearly  noted  as  subtracted  from  the  amount 
of  the  invoice,  even  when  the  figures  are  tabulated  on  an 
enclosed  bill,  as,  "We  enclose  our  check  for  $538,57,  the 
amount  of  your  invoice  of  September  24,  less  2  per  cent 
for  payment  in  ten  days. ' ' 

109.  "Enclosed  please  find."  Do  not  say  in  refer- 
ring to  an  enclosure,  **  Enclosed  please  find  .  .  .  ." 
Say  "Enclosed  you  will  find,"  or  better,  "I  enclose." 
The  reader  needs  no  "please"  to  help  him  find  the 
money.  But  say  "for  which  please  send  me,"  because 
the  sending  is  a  service  to  you. 

no.  Words  for  amount  of  money.  When  referring 
to  a  sum  of  money  it  is  not  necessary  to  give  words 
as  well  as  figures.  "I  enclose  my  check  for  $45.62"  is 
correct.  Only  in  writing  a  check  or  other  negotiable  in- 
strument is  it  necessary  to  say  "Forty-five  Dollars  and 
62-100  ($45.62)." 


Chapter  VIII 
Acknowledgments — Notice  of  Shipment 

111.  To  be  made  at  once.  An  order  should  always 
be  acknowledged  as  soon  as  it  is  received.  This  com- 
pletes the  contract,  letting  the  customer  know  that  his 
acceptance  has  been  ratified.  It  tells  him  that  his  order 
has  not  been  lost,  assures  him  that  no  mistake  has  been 
made  in  the  order,  and  announces  the  shipping  date. 

112.  Contents  of  an  acknowledgment.  An  acknowl- 
edgment of  an  order  should  contain  the  following  ma- 
terial arranged  thus:  (a)  hearty  thanks;  (b)  refer- 
ence to  the  order  by  the  customer's  number  and  the 
number  given  it  by  the  shipper,  or  by  the  date  of  the 
order,  or  by  the  name  of  the  article;  (c)  reference  to 
the  shipping  date  and  other  data  of  the  order,  so  that  if 
there  has  been  a  misunderstanding  it  will  be  evident; 
(d)  courteous  ending,  showing  confidence  of  giving  sat- 
isfaction and  the  desire  to  serve.  For  acknowledgments 
that  make  credit  arrangements,  see  165. 

An  acTcnovcled-gment  that  uses  its  opportunity: 
Dear  Mr.  Bissel: 

We  have  already  begun  to  set  the  type  for  your 
order  for  20,000  circulars,  and  will  have  them  ready 
for  you  at  the  time  you  specified.  The  proof  will  be 
sent  to  you  tomorrow  for  your  criticism,  which  we 
hope  you  will  make  freely. 

We  shall  use  every  effort  to  make  this  job  represen- 
tative of  the  hustling  spirit  shown  in  the  copy. 
Yours  very  truly, 

86 


ACKNOWLEDGMENTS  87 

113.  Post  card  acknowledgments.  A  printed  post 
card  may  be  used  for  ordinary  acknowledgments,  leaving 
blank  spaces  to  be  filled  with  the  special  data  relating 
to  the  order.  Usually  a  space  should  be  left  for  re- 
marks. But  post  cards  should  not  be  used  to  acknowl- 
edge an  order  if  it  is  of  a  private  nature,  if  it  is  a  large 
and  important  one,  or  if  it  is  to  a  new  customer.  The 
following  are  some  representative  examples  of  post  card 
acknowledgments,  the  first  two  used  in  the  wholesale 
the  others  in  the  retail,  field. 

Dear  Sir: 

We  acknowledge  with  thanks  your  order  No , 

which  will  be  entered  for  immediate  shipment  and 

handled  under  our  No. . . ; ,  to  which  you  will 

please  refer  if  you  have  occasion  to  write  about  it. 

If  we  are  unable  to  ship  promptly  we  will  writa  you 
fully  under  separate  cover. 

Respectfully  yours, 

Dear  Sir: 

We  have  received  your  order  re- 
questing attention  to No 

Unless  special  attention  is  demanded,  the  routine 
schedule  is  on  a  ten-day  basis,  and  we  therefore  expect 
to your  instrument  on  or  about 

In  corresponding  on  this  subject  please  refer  to  order 

No 

Very  truly  yours, 

Dear  Sir: 

We  thank  you  for  your  order  enclosing It 

will  have  our  careful  attention  at  once.  If  any  part 
ot  this  order  cannot  be  fiUed  or  if  there  should  be  any 
cause  for  delay,  you  will  be  duly  notified.  Should  you 
wish  to  write  about  it,  kindly  refer  to  File  No 


88 


SPECIFIC    TYPES    OF    LETTERS 


Remember,  too,  that  you  are  privileged  to  write  to 
our  information  department  on  any  subject  pertaining 
to  your  garden.  We  want  you  to  have  all  the  benefit 
of  our  long  experience. 

Yours  respectfully. 


Dkar  Customeb: 

We  thank  you  for  your  order,  which  we  are 
shipping  via  the  Railroad  shown  on  the  other 
side  of  this  card.  Examine  the  shipment 
carefully  at  the  station,  and  if  there  is  any 
damage,  shortage,  or  overcharge  by  the  rail- 
road, insist  upon  the  agent  noting  it  on  your 
receipt  of  freight  charges.  Send  this  receipt 
to  us  with  a  letter  of  explanation  and  we 
will  immediately  make  things  right.  Please 
allow  enough  time  for  the  R.  R.  Co.  to  get 
goods  to  you  before  notifying  us  that  the 
shipment  has  not  arrived. 

We  trust  that  the  shipment  will  prove  sat- 
isfactory in  all  respects. 

Very  truly  yours, 


cr  H4 

S    o 


CO 


01     O 


5! 
'5* 

3 


(The  invoice  number  is  written  on  the  other  side  of 
the  stub.) 

Your  order  has  been  received  and  registered  under 
the  following  invoice  number ;  please  accept  our  thanks 
for  it.     102567. 

Kindly  mention  this  numbeb  if  you  happen  to 
write,  as  oub  becobds  abe  filed  undeb  it. 

We  will  at  once  proceed  to  enter  your  order  and  give 
it  to  our  order-filling  and  shipping  departments.  As 
a  rule  we  succeed  in  shipping  most  orders  within  three 
days,  but  of  course  repairs  and  articles  made-to-order, 
such  as  clothes,  upholstered  furniture,  doors,  teiits. 
and  seines,  take  longer. 


NOTICE    OF    SHIPMENT  89 

Articles  quoted  as  being  shipped  from  the  factory 
generally  take  a  few  days  longer  and  go  forward  to  you 
as  a  separate  shipment. 

Before  writing  to  us  about  delays  always  allow 
ample  time  for  orders  to  be  filled  and  sent  to  you;  In 
this  connection  please  remember  that  railroads  and  ex- 
press companies  sometimes  take  a  few  days  longer  than 
they  should,  and  the  post-office  does  not  handle  mer- 
chandise mail  as  promptly  as  letters.  It  is  also  wise  to 
inquire  at  the  freight  or  express  offices  as  well  as  at 
the  post-office  before  writing. 

We  feel  sure  that  your  order  will  be  filled  satisfac- 
torily and  that  our  goods  will  save  you  money. 

It  is  not  necessary  to  answer  this  acknowledgment 
of  the  receipt  of  your  order. 

Yours  very  truly, 

114.  Notice  of  shipping  date.  When  a  shipping 
date  cannot  be  given  at  the  time  the  order  is  acknowl- 
edged, as  in  the  case  of  a  special  order  or  of  goods  to 
be  manufactured,  the  date  may  later  be  announced  in  a 
simple  form,  such  as :  "  Our  factory  has  informed  us  of 
the  following  dates  for  shipping  your  various  orders: 
All  these  will  go  by  freight  direct." 

Notice  of  Shipment 

115.  Why  needed.  When  an  order  is  shipped  the 
bill  of  lading  or  the  bill  of  lading  and  the  invoice  are 
usually  sent  by  mail  as  a  notice  of  shipment.  When  for 
any  reason,  as  in  a  small  shipment,  the  bill  of  lading  is 
not  sent,  a  notice  of  shipment  should  be  made  in  some 
form,  to  act  as  a  check  on  the  goods  which  go  by  another 
route.  A  printed  post  card  containing  a  courteous  an- 
nouncement, with  blank  spaces  left  for  the  date  of  ship- 


90  SPECIFIC    TYPES    OF    LETTERS 

ment,  the  route,  and  additional  remarks,  will  serve  the 
purpose,  except  in  private  or  important  orders. 

1 1 6.  Welcome  a  new  customer.  A  letter  of  an> 
sort  to  a  new  customer  should  take  advantage  of  the  op 
portunjty  to  make  him  welcome,  as  in  the  following: 

We  thank  you  for  your  first  order.  It  went  forward 
via  O.  R.  R,  on  July  2.  We  hope  prompt  delivery 
will  be  made,  that  it  will  reach  its  destination  in  good 
order,  and  that  it  will  open  to  your  complete  satisfac- 
tion. 

Let  us  thank  you  again  for  opening  an  account  with 
us,  which  we  hope  will  lead  to  permanent  and  pleasant 
relations.  We  hope  too  that  we  may  hear  from  you 
again  soon. 

Tour  generous  order  dated  May  10  went  forv/ard  on 
the  11th,  over  the  C.  &  N.  W.  Ry. 

We  have  taken  great  pains  in  packing  and  handling 
your  goods  so  that  they  should  reach  you  in  good  con- 
dition. The  bill  has  been  double  checked  and  every 
detail  has  been  given  our  best  attention. 

In  order  to  assist  you  in  opening  and  checking  your 
goods,  your  order  was  divided  into  three  parts.  Each 
part  has  an  individual  ticket  number  and  you  will  find 
on  each  case  a  number  corresponding  to  that  which 
is  on  the  invoice. 

Under  this  method  each  case  can  be  checked  against 
the  invoice,  thereby  eliminating  the  possibility  of  any 
portion  of  the  consignment  being  mischecked. 

We  shall  look  forward  to  hearing  from  you  that  the 
entire  shipment  reached  you  in  good  condition  and  hope 
that  we  shall  have  many  opportunities  in  the  future  to 
demonstrate  our  ability  to  fill  orders  promptly  and 
carefully. 


NOTICE    OF    SHIPMENT  91 

We  acknowledge  with  thanks  your  application  for 
insurance,  which  is  now  receiving  our  careful  consid- 
eration. 

The  Haverford  Life  Insurance  Company  has  a  record 
covering  fifty-three  years,  during  which  it  has  never 
failed  to  fulfil  an  obligation.  It  is  a  purely  mutual  Com- 
pany ;  it  has  no  capital  stock.  Its  corporate  powers  are 
exercised  by  a  Board  of  Directors  elected  by  the  policy- 
holders, and  by  such  officers  as  the  Board  of  Directors 
may  appoint.  If  we  issue  a  policy  on  your  applica- 
tion— as  I  trust  we  shall — the  Company  then  becomes 
for  you  not  merely  a  corporation;  it  is  yours — your 
property  to  defend  and  protect.  The  election  of  mem- 
bers of  the  Board  of  Directors  is  held  on  the  second 
Wednesday  of  April  every  second  year,  in  accordance 
with  the  insurance  laws  of  the  State  of  New  York. 
Every  policy-holder  whose  policy  shall  then  have  been 
in  force  for  one  year  or  more  is  entitled  to  one  vote  for 
each  Director  to  be  elected. 

The  Company  is  sound  in  every  part.  That  it  retains 
the  confidence  of  its  members  and  that  its  assets  are 
of  a  high  order  are  conclusively  shown  by  the  fact  thai 
its  income  during  1913  was  $118,424,000.  For  your 
further  information  we  take  pleasure  in  sending  you  a 
copy  of  the  Detailed  Annual  Report  of  the  Company 
for  1914. 

The  Company  is  glad  to  receive  suggestions  and 
criticism.  Any  communication  from  you  will  receive 
prompt  and  careful  consideration. 

For  your  convenience  we  have  opened  a  charge  ac- 
count on  our  books  under  your  name. 

There  is  no  further  formality  to  consider,  and  your 
orders  will  be  filled  promptly,  without  delay  of  any 
sort. 

If  you  have  "shopped"  carefully  enough  to  pass 
Judgment  on  the  prices  of  such  items  as  those  on  the 
enclosed    leaflet,    you    will    quickly    verify    our   ex- 


92  SPECIFIC    TYPES    OF    LETTERS 

TBEMELY  CONSERVATIVE  Claim  that  "jou  never  pay  more 
at  Barton's."  (We  prefer  to  say  it  that  way  usually, 
but  If  you  have  compared  prices  in  the  leading  Boston 
stores  you  will  know  how  much  more  it  really  means.) 

We  shall  welcome  our  first  "charge"  order  from  you 
— and  possibly  the  enclosure  may  suggest  to  you  the 
very  thing.  If  it  does,  you  might  put  our  store  service 
to  an  immediate  test  by  asking  Central  to  give  you 
Chelsea  456,  and  order  what  you  wish — or  a  postal  card 
or  letter  will  be  just  as  effective.  We  deliver  to  your 
home  free. 

Promptness,  accuracy,  and  courtesy  are  part  of  our 
promise — and  complete  satisfaction  with  your  pur- 
ehases  is  the  rest  of  it 


Chapter  IX 
Adjustment  Letters 

117.  Trouble  is  certain  to  occur.  Every  business 
man  knows  that  he  must  expect  a  certain  percentage  of 
trouble  with  his  orders.  Even  in  dealing  with  the  best 
firms  mistakes  will  be  made,  delays  will  occur,  some 
goods  will  be  unsatisfactory.  Any  merchant,  no  matter 
how  carefully  he  has  systematized  his  buying  and  his 
management,  will  need  to  return  goods  and  cancel  or- 
ders, or  will  check  an  invoice  wrongly,  or  will  commit 
some  of  the  multitude  of  errors  possible  when  sending 
orders  and  receiving  goods.  Trouble  with  orders  is  cer- 
tain to  arise. 

In  large  houses  most  of  the  letters  relating  to  trouble 
with  orders  may  be  written  by  a  claim  department, 
which  grants  or  refuses  actual  claims  made  on  the 
house ;  or  by  a  "  credit  merchandise ' '  department,  to 
which  returned  merchandise  is  sent,  so  that  it  may  be 
credited  to  the  account  of  the  merchant  returning  it. 
Some  firms  establish  a  "complaint  department"  to 
handle  difficult  situations,  but  most  firms  recognize  that 
"complaint"  is  an  ugly  word  and  prefer  to  dignify  the 
task  of  the  department  by  giving  it  a  better  name. 
While  the  word  "adjustment"  is  frequently  restricted 
to  mean  the  payment  of  a  claim,  still  it  also  means  the 
settling  of  any  question  at  issue,  and  the  general  term 
"adjustment  letters"  is  the  best  to  cover  all  this  class 
of  correspondence. 

93 


94  SPECIFIC    TYPES    OF    LETTERS 

ii8.  How  to  ask  for  adjustment.  The  buyer  who 
asks  for  adjustment  has  an  easier  responsibility  than 
the  seller,  who  must  make  it.  Since  he  can  rely  on  the 
eagerness  of  the  seller  to  make  an  investigation  and  a 
satisfactory  settlement,  he  need  only  co-operate  by  writ- 
ing all  the  facts  at  his  command,  clearly  and  briefly, 
usually  in  a  chronological  order,  with  a  request  for  at- 
tention. 

The  subject  of  the  letter  should  come  first. 

My  order  of  September  4  for  200  bbls.  Lime  has 
not  been  received. 

You  acknowledged  this  September  10,  stating  that 
the  shipment  would  go  forward  in  10  days,  and  that  I 
might  expect  It  October  1.  It  is  now  October  10,  and 
•we  have  had  no  word  from  you. 

Please  ship  at  once  or  follow  with  tracer. 

My  order  No.  98456,  your  number  43G84,  acknowl- 
edged April  5  for  April  10  shipment,  has  not  arrived. 
Please  give  this  your  attention. 

1 19.  Notice  of  serious  trouble.    If  the  buyer  has 
been  genuinely  inconvenienced  or  must  enter  claim,  he 
need  only  state  these  facts  briefly  and  clearly,  but  with 
out  discourtesy. 

The  delay  in  my  order  for 

1  No.  243  Oak  Dining-room  Table 
has  lost  me  the  sale,  as  the  customer  could  not  wait. 
You  will  recall  our  correspondence  on  this  head. 

Accordingly  I  am  holding  the  table  subject  to  your 
order. 

120.  Emphasizing  trouble.  When  special  emphasis 
must  be  given  to  the  letter,  increase  the  space  devotee? 


ADJUSTMENT    LETTERS  55 

to  tlie  subject  and  secure  more  space  by  giving  more  de- 
tail, not  by  mere  repetition.  Show  precisely  how  you 
have  been  troubled,  for  how  long,  on  what  dates,  under 
what  circumstances.  Suggest  possible  causes  for  the 
trouble.  Such  reasoned  explanations  will  have  the  most 
powerful  effect,  because  they  show  you  know  what  you 
are  talking  about  and  have  not  merely  made  a  hasty 
"kick." 

We  have  had  repeated  trouble  with  the  orders  we 
have  sent  you  for  the  last  two  months. 

Our  order  No.  7569  was  poorly  crated,  and  the  goods 
contained  in  it  were  so  damaged  that  we  could  use  none 
of  them. 

Our  order  No.  29485  was  short  two  items,  and  when 
they  were  sent  one  of  them  was  the  wrong  article.  .  .  . 

Such  annoying  accidents,  occurring  five  times  in  two 
months,  are,  you  will  agv'ee,  too  frequent.  We  have 
found  you  ready  to  make  settlement  for  our  losses,  but 
we  prefer  satisfaction  to  settlement. 

Unless  you  can  give  us  reasonable  assurance  that  we 
shall  not  be  subjected  to  a  repetition  of  this  treatment, 
we  shall  be  obliged  to  transfer  our  orders  to  another 
house. 

121.  Neglect  of  correspondence.  A  neglect  of  a  re- 
quest for  adjustment  is  more  deserving  of  a  vigorous 
treatment.  In  any  case  in  business  letters  there  is  no 
offense  equal  to  neglect  of  correspondence.  But  even 
here  the  offense  is  so  well  recognized  that  the  offender's 
attention  usually  need  only  be  called  to  it  to  make  the 
request  quite  sharp  enough. 

Please  refer  to  our  letter  of  March  2,  requesting  your 
attention  to  the  damage  to  our  order  of  February  §. 


96  SPECIFIC    TYPES    OF    LETTERS 

We  wish  to  have  this  matter  settled  so  that  we  can 
reimburse  ourselves  for  the  payment  we  have  made  to 
our  customer. 

A  further  neglect  may  call  for  this  sort  of  letter: 

Will  you  please  give  your  immediate  attention  to  our 
correspondence  on  the  subject  of  our  order  of  Feb- 
ruary 8. 

On  March  2  we  wrote  you  at  length,  informing  you 
of  the  damage  done,  showing  you  that  it  was  due  to 
improper  packing,  and  requesting  you  to  send  us  a 
credit  memorandum  covering  the  amount  of  our  claim, 
$32.45. 

On  March  8  we  wrote  you  again,  saying  that  we  had 
already  paid  our  customer  for  the  loss  he  incurred,  and 
that  we  wished  to  be  reimbursed. 

To  none  of  these  letters  have  we  had  a  reply. 

Unless  we  can  obtain  a  letter  from  you  on  this  mat- 
ter we  shall  ask  you  to  cancel  the  order  now  pending 
for  April  shipment 

The  only  action  to  take  in  the  case  of  repeated  neglect 
of  your  letters  is  to  stop  dealing  with  an  unsatisfactory 
house,  for  the  loss  in  the  end  will  be  too  great  to  en- 
counter. The  more  mistakes  they  make,  the  less  does  it 
pay  to  get  angry;  for  an  angry  letter  is  always  a  con- 
fused letter,  and  such  a  house  needs  clear  statements  to 
help  it  straighten  out  its  mistakes.  The  above  letters 
confine  themselves  to  matters  of  fact.  To  do  more  than 
this  is  to  run  the  risk  of  making  uselessly  harsh  state- 
ments. 

122.  Anger  is  useless.  Never  show  anger  in  a  let 
ter  requesting  an  adjustment — or  in  any  other;  it  does- 
no  ^ood.    You  do  not  punish  the  offender,  but  merely' 


ADJUSTMENT    LETTERS  97 

give  him  a  chance  to  laugh  at  you  and  to  pass  your  let- 
ter around  the  office;  or  to  prove  himself  more  cour- 
teous than  you,  by  writing  a  courteous  reply ;  or  to  grow 
angry  in  return  and  give  your  trouble  less  attention 
than  it  deserves.  If  you  wish  to  secure  special  em- 
phasis, seek  it  by  the  means  just  discussed.  Neither 
party  is  really  eager  for  a  quarrel,  but  only  for  a  set- 
tlement ;  the  house  is  anxious  only  to  serve  the  customer 
and  to  retain  his  good-will,  while  the  customer  is  anxious 
only  to  secure  the  adjustment  and  to  continue  satis- 
factory relations  with  the  house.  Business  is  service, 
not  warfare. 

The  firm  which  received  an  angry  letter  similar  to  the 
following,  found  on  referring  to  their  files  that  their  let- 
ters to  the  customer  had  been  prompt  and  explicit;  but 
though  they  were  unable  to  understand  her  reasons  for 
writing  as  she  did,  their  reply  was  courteous. 

Houston,  Texas,  March  24. 
McArthur  Jewelry  Co. 
New  York  City. 

I  have  written  you  twice  telling  exactly  what  I  wish 
In  the  way  of  solid  gold  badges.  Why  should  I  go 
over  the  ground  again? 

Will  some  one  who  has  ordinary  intelligence  attend 
to  this  matter?  I  do  not  wish  further  correspondence 
with  the  blockhead  who  has  been  writing  me,  and 
giving  me  different  prices  each  time.  Enclosed  find 
One  Dollar.  Make  me  a  solid  gold  badge  the  size  and 
shape  slwicn  on  the  enclosed  sketch  with  clasp  pin  dull 
roman  gold.  This  makes  the  third  time  I've  sent  direc- 
tions, etc.  Do  let  some  one  besides  a  fool  read  this 
letter  and  follow  instructions  and  send  me  the  pin.  If 
the  Pin  is  right  I  shall  want  ter^.     I  do  not  want  tQ 


9B  SPECIFIC    TYPES    OF    LETTERS 

wait  long  for  an  answer.  Please  attend  to  it  at  once. 
When  you  found  you  could  not  fill  my  order  for  Easter 
you  should  have  sent  me  word.  However,  if  you  will 
attend  to  the  matter  promptly  now  it  will  do.  If  the 
sample  pin  is  right  I  will  send  the  money  for  the  others 
in  advance  so  that  you  can  send  them  by  mail  rather 
than  by  express.  I  think  I  have  waited  long  enough 
to  warrant  promptness  on  your  part  now. 
Very  truly, 

Mrs.  a.  J,  HiNMAN. 

P.  S. — Now  dorCt  send  any  more  pictures  or  cuts  ask- 
ing which  I  prefer,  etc.  I  send  the  size  and  shape  of 
the  pin  I  wish.  Send  me  one  and  let  me  see  if  it  will 
answer.  My  class  is  waiting  patiently.  Do  hurry  the 
work. 

March  27,  1915. 

Mrs.  A.  J.  Hinman, 

Houston,  Texas. 
Dear  Madam : 

We  have  received  your  letter  of  Mardi  24  with  an  en- 
closure of  $1,  and  send  in  this  letter  a  pin  made  up  ac- 
cording to  your  sketch,  which  we  hope  you  will  find  is 
just  what  you  desire. 

This  pin,  in  an  order  of  ten,  we  can  furnish  for  85c 
each.  We  shall  be  able  to  send  you  the  other  pins  as 
soon  as  we  hear  from  you  that  this  one  is  satisfactory. 

The  balance  of  15c.  remaining  from  your  enclosure 
has  been  credited  to  you,  and  can  be  applied  on  your 
next  order,  or  returned  to  you. 

We  are  very  sorry  you  have  been  troubled  in  your 
dealings  with  us,  and  shall  make  every  effort  to  give 
you  prompt  and  courteous  service. 
Yours  very  truly, 
*  McArthur  Jewelry  Co., 

by  Oscar  P.  Nathan. 

123.     How  to  make   adjustments.    The  seller  and 


ADJUSTMENT    LETTERS  9P 

shipper  has  the  major  responsibility  in  the  transaction, 
the  more  accurate  knowledge,  and  presumably  the 
greater  profit.  Shouldering  his  responsibility  and  mak- 
ing use  of  his  knowledge,  he  recognizes  that  in  case  of 
trouble  his  first  duty  is  to  help  the  customer  out,  to  give 
him  the  best  end  of  the  bargain. 

The  opportunity,  moreover,  of  strengthening  the  per- 
sonal relation  is  nowhere  more  great  than  in  the  intelli- 
gent, clear,  courteous,  generous  letter  of  explanation  or 
adjustment  of  difficulties.  A  friend  in  need  is  a  friend 
indeed;  write  your  adjustment  letters  so  as  to  make 
friends. 

124.  Settle  the   trouble,   but  keep   the  customer. 

The  easiest  thing  in  business  is  to  lose  a  customer;  the 
hardest  thing  is  to  get  one.  Therefore,  when  writing 
any  adjustment  letter  from  a  business  house,  remember 
first  that  more  is  at  stake  than  abstract  justice.  Work 
for  the  next  order. 

125.  System,  records,  policy.  But  protect  yourself 
by  an  accurate  system  in  receiving,  filling,  checking,  and 
shipping  orders.  Keep  exact  records  of  every  transac- 
tion. Maintain  a  definite  policy  in  granting  and  dis- 
allowing claims. 

The  customer  should  feel  the  force  of  these  safeguards 
expressed  in  your  letters,  and  should  receive  the  sugges- 
tion that  they  are  safeguards  for  him  too.  If  a  house  is 
"slack"  or  careless  in  granting  claims  or  too  profuse  in 
apologies,  it  betrays  a  bad  management  that  will  some 
day  cause  losses  for  the  customer.  Consequently,  good 
writers  of  adjustment  letters  make  specific  statements, 


100  SPECIFIC    TYPES    OF    LETTERS 

and  refer  to  facts  that  they  have  promptly  and  ac- 
curately looked  up.  When  granting  favors  they  make 
it  clear  that  the  house  is  glad  to  give  service,  or  when 
refusing  what  is  asked  they  show  that  the  policies  of  the 
house  are  maintained  in  the  interests  of  all  and  cannot 
be  easily  set  aside. 

126.  Settlement  without  loss.  Settle  the  trouble 
with  the  least  possible  loss  to  your  house.  Be  forearmed 
to  meet  difficulties  and  fertile  in  expedients  to  remove 
them.  Observe,  for  example,  in  Chapter  VIII  the  in- 
structions found  in  the  notices  of  shipment,  given  to 
forestall  trouble.  When  shipping  articles  like  machines 
to  people  unaccustomed  to  their  use,  accompany  the 
shipment  with  a  sheet  of  instructions  or  attach  a  tag 
containing  them.    A  stitch  in  time  saves  nine. 

127.  Help  the  customer  to  keep  the  goods.  Often 
a  house  can  help  the  customer  to  keep  the  goods  by  sug- 
gesting some  adjustment  or  minor  repair,  some  cleaning 
or  oiling  or  tightening  of  parts,  that  will  save  freight 
charges  to  the  house  and  loss  of  service  to  the  customer, 
vfhich  he  would  otherwise  suffer  while  the  goods  were 
being  returned  for  repair;  to  say  nothing  of  saving  the 
possible  loss  of  the  whole  sale.  In  the  case  of  machines, 
even  though  a  pamphlet  of  instructions  has  been  sent 
with  the  shipment,  another  may  accompany  the  letter  on 
the  supposition  that  the  first  one  has  been  lost.  When 
telling  the  customer  what  to  do,  remember  that  the  situ- 
ation is  delicate,  for  he  may  already  be  tired  out  and 
exasperated  with  trying  the  very  remedies  you  suggest. 
Accordingly,  say  emphatically  that  you  will  give  him 


ADJUSTMENT    LETTERS  101 

positive  assistance  and  satisfaction,  and  will  take  other 
steps  if  these  are  not  enough. 

Customer  had  threatened  to  return  the  article: 
Dear  Sir: 

From  your  description  of  the  trouble  you  have  been 
having  with  your  duplicator,  we  believe  we  can  help 
you. 

Probably  after  you  had  inked  the  cylinder,  and  be- 
fore you  had  laid  the  stencil  over  it,  the  inky  cylinder 
came  in  contact  with  the  small  roller  underneath.  Then 
when  the  stencil  was  in  place  and  the  paper  was  run 
between  the  cylinder  and  the  roller,  the  roller  smudged 
the  paper. 

If  you  will  make  a  new  stencil,  and  in  applying  it 
taice  especial  care  to  turn  the  lever  so  that  the  roller 
is  "down"  where  it  cannot  touch  the  ink,  throwing  it 
"up"  after  the  stencil  is  in  place,  we  are  sure  you  will 
get  a  perfect  copy  with  every  rotation. 

We  have  written  our  agent  in  your  territory  to  call 
on  you  during  his  next  visit  to  your  city,  so  that  if  any 
difficulties  remain  in  the  way  of  your  easy  handling  of 
the  DtJPLicATOE,  he  can  give  you  assistance. 

You  will  be  delighted  with  the  rapidity  of  the  dupli- 
CATOB,  and  the  splendid  copies  it  turns  off  at  a  trifling 
expense.  Thousands  of  the  machines  are  giving  ser- 
vice to  wholesalers  in  turning  off  their  weekly  price 
lists,  and  we  know  you  will  have  the  same  experience. 

Dear  Madam : 

We  regret  to  learn  that  you  are  disappointed  with 
the  results  from  our  silver-cleaning  device,  but  we  be- 
lieve that  after  another  experiment  with  It  under  the 
following  suggestions,  you  will  be  as  pleased  as  multi- 
tudes of  housewives  have  been,  who  have  experienced 
relief  from  the  drudgery  of  cleaning  silver  in  the  old 
way. 


102  SPECIFIC    TYPES    OF    LETTERS 

After  the  silver  has  been  lying  in  the  solution  for 
five  minutes,  take  up  a  piece  that  was  blackened  and 
rub  the  spots  lightly  with  your  finger.  If  the  black 
comes  off,  the  piece  is  cleaned  and  may  be  removed. 
If  it  does  not,  leave  the  piece  for  some  minutes  more. 
Those  stubborn  spots  that  take  so  much  elbow-grease 
to  remove  under  the  old  way  will  come  off  like  magic 
under  our  new  way,  without  a  particle  of  effort  from 
you.  The  yellowed  appearance  too  will  vanish  from 
silver  that  is  not  spotted  but  has  lost  its  lustre. 

Then  when  the  silver  has  been  washed  and  dried, 
you  will  find  it  perfectly  clean  and  free  from  black  de- 
posit. A  moment's  polishing  with  a  dry  chamois  will 
remove  the  gray  appearance,  the  natural  color  of  un- 
polished silver,  and  make  it  brilliant  as  when  it  was 
new.  You  have  been  saved  all  hard  rubbing,  and  your 
silver  is  again  ready  to  adorn  your  dining  room. 

128.  Offer  of  better  price,  etc.  Often  when  a  cus- 
tomer wishes  to  return  goods  for  any  of  the  various  pos- 
sible reasons,  a  lower  price  or  better  terms  will  be  in- 
ducement enough  for  him  to  keep  them,  saving  you  at 
least  the  transportation  charges.  Or  perhaps  you  can 
get  one  of  your  customers  in  his  neighborhood  to  take 
them  off  his  hands.  A  frank,  courteous  statement  of 
your  side  of  the  case  always  disposes  the  customer  to 
give  you  fair  treatment. 

We  have  received  your  letter  of  August  5  saying  that 
you  wish  to  return  our  last  shipment  of  six  chiffoniers 
because  you  are  overstocked  with  these  goods. 

We  are  willing  to  do  what  we  can  for  you,  although 
you  understand  that  this  order  was  taken  in  good  faith, 
and  that  if  we  allow  the  return  of  goods  indiscrimin- 
ately we  cannot  maintain  our  low  prices.  On  the  other 
hand,  we  are  always  glad  to  help  our  friends. 


ADJUSTMENT    LETTERS  103 

Under  these  circutnstances  we  are  willing  to  extend 
the  terms  on  this  shipment  from  our  usual  30  days  to 
90  days,  giving  you  ample  time  in  which  to  dispose  of 
these  excellent  values. 

When  jMr.  Bray  reaches  you  next  week,  be  sure  to 
look  especially  at  our  very  handsome  offerings  in  wal- 
nut and  mahogany  bedroom  suites,  some  of  the  best 
designs  ever  shown  in  the  trade. 

These  are  suggestions  of  possible  methods  to  save  loss 
to  the  firm  making  the  adjustment.  A  wide-awake  letter 
writer  will  study  his  goods  as  they  are  handled  by  the 
average  buyer,  and  will  learn  from  experience  how  to 
satisfy  the  customer  without  the  return  of  the  goods. 

129.  Discourtesy  and  dangerous  promises.  Since 
a  claim  or  suit  for  damages  may  grow  out  of  almost  any 
trouble  with  orders,  the  writer  of  letters  dealing  with 
them  is  particularly  careful  to  avoid  inflaming  the  trou- 
ble by  discourtesy  or  harshness,  and  to  avoid  making 
any  promises  or  admissions,  or  statements  that  can  be 
construed  as  promises  or  admissions,  unless  he  means 
them.  He  must  weigh  the  importance  of  his  words.  An 
inexperienced  writer  is  likely  to  say  before  investigating 
a  claim,  "We  will  make  this  right  with  you,"  and  then 
to  discover  that  the  claim  is  unjust.  "We  shall  do  our 
utmost  to  straighten  matters  out,"  or  a  similar  phrase, 
while  non-committal,  would  show  a  friendly  spirit. 

130.  Never  lose  your  temper.  You  may  take  it  for 
granted,  if  you  write  adjustment  letters,  that  the  care- 
lessness, ignorance,  stupidity,  and  downright  dishonesty 
shown  in  some  of  the  letters  coming  to  you  for  reply 


104  SPECIFIC    TYPES    OF    LETTERS 

will  try  your  patience  to  the  utmost.  But  in  the  lan- 
guage of  the  familiar  anecdote,  you  are  paid  to  take 
these  things  as  if  you  liked  them.  If  you  are  unfail- 
ingly courteous,  and  carefully  look  out  for  the  other 
man's  interests  without  violating  house  policy,  the  most 
unreasonable  customers  will  learn  better  manners.  And 
remember  that  sharp  language  in  black  and  white  is  ten- 
fold sharper  than  when  spoken.  If  you  reply  harshly 
you  may  be  forced  into  a  position  where  you  must  apolo- 
gize; and  in  any  case,  so  far  from  settling  the  trouble, 
you  are  making  it  worse.  Even  where  you  are  amply 
justified  in  resenting  a  statement,  clear  yourself  without 
discourtesy. 

Shows  resentment; 

In  response  to  your  post  card  dated  July  1,  we  wish 
to  Inform  you  that  your  order  for  furniture  was 
shipped  on  the  same  day  your  post  card  was  written. 

All  furniture  dealers  know,  and  all  our  customers 
who  buy  furniture  from  us  in  any  quantities  realize, 
that  we  are,  without  doubt,  the  most  prompt  shippers 
of  furniture  in  the  country.  No  furniture  manufac- 
turers accept  orders  from  the  retail  trade  or  from  any 
jobbing  house  without  the  understanding  that  a  delay 
of  at  least  three  or  four  weeks  is  to  be  incurred  in  the 
filling  of  the  orders. 

Our  warehouses  have  great  capacities,  but  unfor- 
tunately we  are  compelled  at  various  times  to  have 
our  factories  ship  small  consignments  for  us  to  our 
customers. 

More  courteous: 

In  response  to  your  post  card  of  July  1,  we  are  glad 
to    Inform    you    that   your    order    for   furniture   was 


ADJUSTMENT    LETTERS  105 

shipped  on  that  same  day,  so  that  the  B/L  is  in  your 
hands  now. 

These  goods  went  to  you  direct  from  the  factory,  talj- 
ing  more  time  than  if  they  had  gone  from  Chicago.  On 
account  of  the  great  capacity  of  our  warehouses  we 
are  usually  able  to  avoid  delay,  and  to  maintain  our 
reputation  of  l>eing  the  promptest  shippers  of  furniture 
in  the  country.  Even  in  the  present  instance  we  have 
done  better  than  the  trade  can  usually  expect,  for  no 
furniture  manufacturers  accept  orders  from  the  retail 
trade  or  from  jobbing  houses  without  the  understand- 
ing that  a  delay  of  at  least  three  or  four  weeks  is  to  be 
incurred  in  the  filling  of  orders. 

We  hope  your  orders  with  us  will  continue  and  grow 
larger,  so  that  you  will  have  an  opportunity  of  proving 
the  truth  of  this  statement. 

131.  Satisfaction  guaranteed.  Rules  for  handling 
claims  in  modern  houses  have  for  their  basis  the  prin- 
ciple of  satisfaction  guaranteed.  They  allow  the  return 
of  goods  which  are  found  unsatisfactory,  and  are  gen- 
erous in  allowing  damages  or  transportation  charges. 
Some  mail-order  houses  allow  the  return  of  any  article 
for  any  reason,  provided  this  is  done  within  a  limited 
time.  The  loss  is  charged  to  advertising.  Not  all  houses 
find  it  wise  to  adopt  precisely  this  policy,  but  they  give 
the  customer  the  benefit  of  every  doubt  and  grant  claims 
rather  than  cause  dissatisfaction.  Some  houses  make 
it  a  rule  to  grant  any  claim  for  an  amount  less  than 
a  dollar,  believing  that  more  money  is  wasted  in  investi- 
gating such  claims  than  in  allowing  them.  A  succession 
of  small  claims  from  the  same  firm,  of  course,  is  immedi- 
ately investigated.  But  follow  the  general  principle 
that  "the  customer  is  always  right." 


106  SPECIFIC    TYPES    OF    LETTERS 

132.  Policy  generous,  but  not  extravagant.  What- 
ever the  rules  you  adopt,  let  them  express  your  de- 
sire to  be  of  service  to  your  patrons,  and  do  not  contra- 
dict the  pleasant  impression  made  through  your  sales 
department  by  the  niggardly  impression  made  through 
your  adjustment  department.  Haggling  over  small 
amounts  is  a  waste  of  energy.  But  never  adopt  a  loose 
policy,  nor  sacrifice  your  policy  unless  greater  issues  are 
at  stake.    A  pleased  customer  is  your  best  asset. 

133.  Most  men  are  honest.  The  vast  majority  of  men 
are  honest  and  can  be  trusted  not  to  take  advantage 
of  a  house  which  shows  a  generous  spirit.  Very  few 
claims  among  the  total  number  are  made  by  deliberate 
rascals.  Most  claims  are  genuine  and  made  by  men  who, 
rightly  or  wrongly,  think  they  are  entitled  to  what  they 
ask  for.  Put  yourself  in  the  customer's  place;  imagine 
who  he  is  and  how  he  feels,  and  write  so  as  to  give  him 
satisfaction. 

The  details  of  policy  in  granting  or  refusing  claims 
vary  with  every  house  and  cannot  be  treated  in  a  book  of 
this  character;  but  the  general  principles  shown  here 
can  be  expressed  in  the  rules  of  each  firm. 

134.  How  to  grant  claims.  When  granting  claims 
do  so  usually  at  the  very  first  of  the  letter,  and  dojt 
cheerfully  even  though  you  make  a  virtue  of  necessity 
by  seeming  to  give  willingly  what  you  would  gladly 
avoid  giving.  This  is  part  of  the  opportunity  of  the  ad- 
justment letter.  If  you  first  show  the  customer  that  he 
is  wrong  and  then  grant  his  request,  the  favor  will  be 
less  appreciated  than  if  it  were  not  grudged. 


ADJUSTMENT    LETTERS  107 

Discourteous: 

We  are  in  receipt  of  your  letter  of  the  30th  and  in 
reply  wish  to  advise  that  our  records  indicate  that  the 
sash  was  put  on  the  dress.  We  cannot  locate  it,  and  it 
seems  probable  it  was  shipped.  We  have  no  other  dress 
of  this  style  from  which  we  can  take  a  sash.  However, 
if  you  will  send  us  the  girdle  we  will  match  the  ma- 
terial and  make  you  another  sash. 

Courteous: 

We  are  sorry  to  learn  from  your  letter  of  May  30 
that  you  did  not  find  the  sash  with  your  dress.  If  you 
will  send  us  the  girdle  we  will  match  the  material  and 
at  once  make  you  another  sash.  We  have  no  other 
dres3  of  this  style  in  stock  or  we  should  be  glad  to 
take  the  sash  from  it  and  send  it  at  once. 

Our  records  indicate  that  the  sash  was  put  on  the 
dress,  so  that  some  accident  must  have  happened  which 
we  are  unable  to  trace. 

135.  How  to  refuse  claims.  "WTien  refusing  claims, 
usually  do  so  at  the  first  of  the  letter  and  without  apol- 
ogy, though  with  a  word  of  courteous  explanation. 

We  regret  that  we  are  unable  to  allow  the  return  of 
the  articles  mentioned  in  your  letter  of  September  9. 

Goods  of  this  character,  intended  for  personal  use, 
are  not  salable  after  return,  so  that  we  have  been 
obliged  to  pass  a  regulation  against  accepting  them 
for  credit. 

We  regret  to  inform  you  that  your  claim  for  $19.45 
for  damage  on  goods  delivered  May  2  has  not  been 
allowed. 

It  appears  that  the  shipment  left  our  house  In  good 
condition  and  was  delivered  in  good  condition,  so  that 
if  it  is  damaged  the  responsibility  does  not  lie  with  us. 

We  trust  you  may  be  able  to  locate  the  responsibility. 


108  SPECIFIC    TYPES    OF    LETTERS 

136.  Promptness  in  replying.  Answer  at  once  a 
letter  asking  for  adjustment.  If  you  have  not  had  time 
to  investigate,  express  regret  for  the  trouble,  and  prom- 
ise your  careful  attention  and  every  effort  to  give  sat- 
isfaction. But  do  not  use  language  which  can  be  inter- 
preted as  admitting  the  justice  of  the  claim. 

We  shall  give  our  immediate  attention  to  your  re- 
quest of  January  17,  and  promise  you  our  careful  in- 
vestigation. We  have  not  yet  had  time  to  sift  the  affair 
thoroughly,  but  we  shall  have  the  facts  in  hand  in  an- 
other day  and  will  write  you  immediately. 

137.  Promptness  in  investigating.  Investigate  your 
records  at  once.  Find  out  whether  (1)  you  are  wrong, 
or  apparently  free  from  blame;  (2)  the  customer  is 
certainly  wrong;  (3)  information  is  lacking,  wholly  or 
in  part.  Your  first  letter  in  reply  should  never  state 
flatly  that  you  are  right  and  the  customer  is  wrong,  but 
should  merely  quote  what  your  records  show.  In  deli- 
cate matters  confine  yourself  to  a  statement  of  facts.  If 
the  customer  makes  trouble  when  he  is  certainly  wrong, 
it  will  then  be  time  for  you  to  make  absolute  statements, 
for  then  he  has  shown  himself  not  the  man  you  want  to 
do  business  with,  and  you  can  take  the  risk  of  offend- 
ing him. 

138.  Definite  statements.  Make  your  letter  definite 
at  all  hazards.  Vague,  carelessly  written  letters  about 
adjustments  produce  a  homicidal  mania  in  the  man  who 
rages  helplessly  a  thousand  miles  away.  Show  by  con- 
crete facts  what  the  error  is  and  explaiji  how  it  is  to  be 
amended. 


ADJUSTMENT    LETTERS  109 

139.  Length  of  an  adjustment  letter.  The  length  of 
an  adjustment  letter  varies  according  to  the  following 
circumstances:  (a)  slight  trouble;  (b)  wholesale  or  re- 
tail customer;  (e)  serious  trouble ;  (d)  angry  customer; 
(e)  valuable  customer. 

(a)  If  the  trouble  is  slight  and  the  customer  not  seri- 
ously put  out,  make  your  letter  the  briefest  possible 
statement  of  facts. 

(b)  In  writing  to  a  retail  customer,  usually  a  few 
extra  words  or  even  a  paragraph  or  two  of  courteous  ex- 
planation are  well  spent,  for  a  man  or  woman  not  in  busi- 
ness does  not  realize  how  inevitable  trouble  is.  But  in 
a  letter  to  a  man  in  business,  as  when  a  wholesaler  writes 
to  a  retailer,  be  as  concise  as  possible. 

Concise — to  retailer: 

We  could  not  fill  that  item  on  your  order  of  Septem- 
ber 27  calling  for  Bill  Books. 

We  endeavored  to  obtain  these  for  you  from  McClurg 
&  Co.,  but  without  any  success. 

Enclosed  is  an  order  which  should  have  been  sent 
with  a  letter  written  to  you  on  July  20,  but  which  was 
omitted  through  an  error  on  the  part  of  one  of  our 
clerks. 

(e)  If  the  trouble  is  serious,  write  a  longer  letter  go- 
ing more  into  details  on  the  matter  you  wish  to  empha- 
size, whether  it  is  your  regret,  your  efforts  at  amend- 
ment, or  your  explanation  of  the  probable  cause. 

Your  letter  of  July  1  has  been  referred  to  this  office 
for  attention.  We  are  indeed  sorry  to  learn  that  your 
letters  have  been  answered  in  a  dilatory  fashion.  This 
mtitter  has  been  gone  into  very  vigorously  and  we  feel 


no  SPECIFIC    TYPES    OF    LETTERS 

sure  there  will  be  no  occasion  for  this  serious  annoy- 
ance in  connection  with  your  future  orders.  We  are 
glad  this  was  brought  to  our  attention,  as  it  is  only  in 
this  way  that  the  objectionable  features  can  be  elimi- 
nated from  our  service  and  the  weak  spots  strengthened. 

We  want  you  to  feel  you  are  well  treated  when  you 
deal  with  us,  and  that  every  effort  will  be  made  to 
merit  your  good  will  in  the  handling  of  your  business. 

It  is  the  policy  of  our  house  so  to  conduct  this  busi- 
ness in  giving  prompt  attention,  in  offering  better 
values  and  more  courteous  treatment,  that  our  mer- 
chant friends  will  find  it  to  their  best  interest  to  give 
us  a  greater  portion  of  their  patronage. 

Will  you  not  overlook  this  unfortunate  incident,  and 
give  us  an  opportunity  in  the  near  future  to  demon- 
strate our  ability  to  handle  your  orders  in  a  prompt 
and  satisfactory  manner? 

(d)  If  the  customer  is  angry  or  seriously  offended, 
write  a  longer  reply  than  usual,  to  show  that  you  have 
given  very  careful  attention  to  his  case. 

(e)  If  the  customer  is  valuable  to  you,  make  the  let- 
ter longer.  To  retain  a  valuable  customer  you  are  will- 
ing to  make  extra  concessions ;  though  this  you  must  do 
as  a  favor  granted  to  a  friend,  not  as  a  point  yielded  to 
an  enemy,  and  you  must  not  seriously  violate  your 
policy  or  lose  your  dignity. 

140.  Arrangement  of  material  in  an  adjustment 
letter.  The  arrangement  of  material  in  an  adjustment 
letter  depends  on  whether  (a)  you  are  to  blame;  (b)  a 
third  party  is  to  blame;  (c)  both  you  and  the  customer 
are  partly  to  blame;  (d)  the  customer  is  to  blame. 

(a)  If  the  error  is  yours,  let  the  first  sentence  of  the 
letter  contain  the  remedy.     This  is  what  the  customer 


ADJUSTMENT    LETTERS  111 

wants  to  see ;  show  him  a  picture  of  action,  of  busy  of- 
ficers of  the  company  laying  everything  else  aside  to 
give  him  attention.  The  more  effectively  you  can  do  this 
in  the  first  sentence,  the  more  willingly  will  the  injured 
man  listen  to  the  explanation  which  follows,  and  the 
more  readily  will  he  consent  to  an  adjustment  which  is 
fair  for  you  as  well  as  for  him. 

We  are  sendiug  you  today  by  Wells  Fargo  Express 
the  delayed  item 

Soup  Spoons  No.  56029 
which  you  wrote  about  on  February  20.    This  item  was 
omitted  from  the  original  shipment  by  an  error  on  the 
part  of  one  of  our  clerks. 

We  are  very  sorry  that  the  delay  should  have  oc- 
curred. We  are  also  very  glad  that  you  called  our 
attention  to  the  matter  at  once  and  thus  allowed  us  to 
place  the  blame  and  prevent  further  instances  of 
trouble. 

Never  defend  yourself  first  or  explain  why  you  thought 
you  were  doing  the  right  thing.  To  do  so  only  gets 
you  deeper  into  the  bad  graces  of  the  offended  per- 
son. In  such  cases  the  least  said,  the  soonest  mended. 
If  your  error  was  a  natural  one,  like  substituting  goods 
on  an  order  for  those  out  of  stock,  to  fill  the  customer's 
needs  at  once,  an  explanation  may  well  follow  the  state- 
ment of  the  remedy. 

(b)  If  the  error  seems  to  be  neither  yours  nor  the 
customer's,  but  caused  by  a  third  party  or  by  an  un- 
avoidable accident,  express  regret;  show  where  the  re- 
sponsibility lies,  and  provide  a  remedy  if  it  is  in  your 
power. 

From  your  letter  of  March  7  we  learn  that  our  ship- 


112  SPECIFIC    TYPES     OF    LETTERS 

ment  of  goods  invoiced  to  you  under  date  of  February 
25  has  not  reached  you. 

We  believe  the  trouble  lies  with  the  railroad.  We 
^nd  that  your  order  was  filled  promptly,  having 
reached  us  on  the  -4th,  and  the  shipment  turned  over 
to  the  railroad  company  on  the  25th.  We  have  taken 
this  matter  up  with  them  and  are  having  the  shipment 
traced  by  wire,  and  will  do  everything  in  our  power  to 
place  the  goods  in  your  possession  at  the  earliest  pos- 
sible moment 

We  can  assure  you  that  we  regret  exceedingly  the 
annoyance  and  delay  caused  you,  and  hope  that  it  will 
not  result  in  any  serious  inconvenience.  If  you  will 
send  us  your  freight  expense  bill  immediately  upon  re- 
ceipt of  these  goods,  we  shall  be  glad  to  take  the  matter 
up  with  the  transportation  company  and  ascertain  the 
cause  of  the  delay,  to  see  if  we  cannot  secure  better 
ser%ice  on  future  shipments. 

If  the  goods  have  not  reached  you  when  this  letter 
arrives,  and  you  are  still  in  need  of  them,  we  suggest 
that  you  instruct  us  to  duplicate  the  order  and  enter 
claim  for  the  original  shipment. 

(c)  If  the  error  is  partly  the  customer's  and  partly 
yours,  it  is  tactful  to  speak  first  about  your  share,  not 
blaming  yourself  over-much,  however;  and  to  speak  of 
his  share  with  the  least  possible  implication  of  personal 
responsibility.  Also,  when  the  language  of  his  letter 
or  the  nature  of  the  transaction  gives  you  an  oppor- 
tunity to  speak  of  the  elements  of  satisfaction  involved, 
emphasize  these  elements  by  giving  them  prominent  po- 
sitions. In  the  following  illustrations,  though  the  origi- 
nal letter  was  unreasonable,  the  reply  shifted  the  em- 
phasis to  the  pleasant  side  of  the  affair.  (See  also 
"Sales  Material,"  145.) 


ADJUSTMENT    LETTERS  113 

The  original  letter: 

We  wish  to  state  that  the  show-cases  shipped  De- 
cember 20  came  without  a  scratch,  but  they  came 
knocked  down  and  we  have  been  put  to  the  trouble  of 
setting  them  up.  It  seems  to  us  you  charge  enough 
for  your  goods  so  you  could  afiford  to  pack  them  right, 
and  not  cost  us  a  half  a  day's  time  getting  them  set 
up.  If  you  had  told  us  how  they  would  come  we 
would  have  bought  somewhere  else. 

The  reply: 

We  are  glad  to  learn  from  your  letter  of  January 
4  that  the  show-cases  arrived  without  a  scratch. 

We  regret  that  the  method  of  shipment  caused  you 
some  trouble.  Our  catalog  states  that  all  show-cases  are 
shipped  K.  D.,  but  this  might  cause  confusion,  and  we 
shall  see  to  it  that  the  next  issue  makes  a  plainer  state- 
ment. 

We  adopted  this  method  of  shipment,  as  a  matter 
of  fact,  to  save  our  customers  the  annoyance  that 
comes  from  breakage  when  the  cases  are  shipped  set 
up.  We  believe  that  if  you  have  occasion  to  move  your 
cases,  you  will  appreciate  this  feature  In  their  con- 
struction. 

Mr.  Smith  of  Oshkosh  writes  us  that  he  is  greatly 
pleased  with  the  economy  of  floor  space  possible  with 
these  cases ;  we  are  sure  you  will  get  a  lot  of  service 
from  them. 

(d)  If  the  error  is  the  customer's,  put  first  in  the 
letter  something  pleasant.  For  example,  if  he  has  made 
a  mistake  in  filling  out  his  order,  first  thank  him  for  his 
order  and  then  state  the  facts  as  courteously  as  possible. 
He  may  have  failed  to  read  directions  and  need  to  have 
them  repeated ;  or  he  may  make  trouble  over  something 
he  could  easily  remedy.    In  any  case,  suggest  the  prob 


114  SPECIFIC    TYPES    OF    LETTERS 

able  cause  for  the  error,  or  a  way  out  of  the  trouble, 
but  avoid  carefully  all  suggestion  that  he  is  ignorant  or 
careless.  Where  a  full  explanation  would  not  be  flatter- 
ing to  the  customer's  intelligence,  do  not  make  one. 

Failed  to  read  directions — letter  discourteous: 

In  replying  to  your  letter  of  June  30th  regarding 
Invoice  No.  620668,  wish  to  advise  that  we  have  sold 
thousands  of  cases  of  the  fly-killers  and  we  have  had 
no  complaint  on  them  whatever.  We  are  inclined  to 
believe  that  you  are  not  using  water  with  these  killers; 
you  are  supposed  to  use  1  oz.  of  water  with  each  killer 
as  this  is  what  attracts  the  flies. 

We  trust  you  will  find  this  satisfactory  after  further 
examination  and  awaiting  your  further  favors,  we  re- 
main, 

Retcritten  courteously: 

We  have  received  your  letter  of  June  30  regarding 
Invoice  No.  620668. 

Possibly  you  are  not  using  water  with  these  killers. 
If  you  will  pour  about  an  ounce  into  each,  the  poison 
will  be  dissolved,  as  well  as  the  substance  that  attracts 
the  flies. 

If  this  is  not  the  trouble,  please  write  us  again  in 
detail.  We  believe,  however,  that  you  will  have  no 
further  difficulty,  for  we  have  sold  thousands  of  cases 
of  these  fly-killers  and  all  have  given  satisfaction. 

Mistake  in  ordering — courteous  letters:  (Customer  had  asked 
for  "prices  on  three  dozen  wheelbarrows"  without  telling 
what  kind  he  wanted.) 

We  take  pleasure,  in  reply  to  your  letter  of  February 
24,  In  enclosing  under  separate  cover  our  No.  5  catalog 
showing  our  various  lines  of  wheelbarrows.  Our  line  is 
extensive  and  we  can  give  you  just  what  you  want 


ADJUSTMENT    LETTERS  115 

Upon  your  reply  we  sball  be  glad  to  quote  you  prices 
by  return  mall  on  three  dozen  of  any  kind. 

Thank  you  for  the  inquiry.  We  shall  give  your  or- 
der our  most  careful  attention. 

We  thank  you  for  your  order  recently  received  for 
one  Panama  Hat  and  Paper  Napkins. 

We  vpere  unable  to  proceed  with  the  order,  as  the 
stock  number  of  the  Hat  was  not  given.  If  you  would 
be  kind  enough  to  state  just  what  style  you  wish,  we 
shall  gladly  make  immediate  shipment. 

We  thank  you  for  your  good  order  recently  received. 
It  went  forward  by  National  Express  on  June  30,  and 
I  hope  it  came  to  you  promptly  and  in  good  shape. 

We  were  unable  to  make  shipment  of  the  Paper  Nap- 
kins for  the  reason  that  prices  were  omitted  and  in- 
correct stock  numbers  were  given.  I  hope  you  will  in- 
clude these  items  in  your  next  order,  referring  to  our 
catalogue  for  the  current  month  for  stock  numbers  and 
prices. 

Knowing  your  urgent  need  of  the  Panama  Hat,  but 
not  being  informed  as  to  the  size,  we  made  a  selection 
and  hurried  it  forward  in  the  hope  that  it  would  meet 
your  requirement. 

Your  letter  of  June  28  arrived  just  after  the  hat  had 
been  forwarded ;  although  we  do  not  believe  you  would 
be  overstocked  by  carrying  several  of  these  very  ex- 
cellent values,  we  shall  withhold  shipment  of  the  size 
7  1-8  until  we  hear  from  you  further. 

On  an  order  which  you  recently  placed  with  Mr.  Por- 
ter you  call  for 

10  1-4  doz.  Toothed  Scraper  Blades  for  No.  97 
Cabinet  Scraper 
When  we  sent    this  order  to  the  factory    they  in- 
formed us  that  they  can  furnish  only  a  plain  bevel  cut- 
ter for  this  plane. 


116  SPECIFIC    TYPES    OF    LETTERS 

"We  are,  therefore,  cancelling  the  order.  If  our  sales- 
man did  not  give  us  the  correct  number  of  the  plane  for 
which  you  wanted  this  item,  we  shall  be  pleased  to 
have  you  reorder,  giving  us  the  correct  information. 

Thank  you  for  your  order  of  February  24.  We  shall 
do  our  best  to  give  you  satisfaction. 

At  present  we  are  holding  shipment,  awaiting  your 
decision  on  the  item 

16— 2— C  Blue  Denim 

That  number  in  our  catalog  refers  to  Blue  Madras. 
If  you  wish  the  Denim,  we  shall  ship  it  at  once  upon 
receipt  of  your  letter  telling  us  what  grade  of  Denim 
you  wish. 

We  thank  you  for  your  order  of  February  24  for 
12 — 24  inch  Peerless  Bicycles 

We  now  have  the  Peerless  Bicycles  in  two  models, 
both  of  which  are  an  improvement  over  last  year's 
models.  We  are  sending  you  under  separate  cover  our 
1915  catalog,  which  will  give  you  a  good  description 
of  these  as  well  as  of  the  other  models  that  we  handle. 

We  carry  a  large  stock  of  both  models  of  the  Peer- 
less, and  can  ship  your  order  as  soon  as  we  hear  from 
you  again. 

We  call  your  attention  to  the  following  items  which 
were  omitted  from  your  order  of  June  30: 

No.  ID  18341-2  doz.   Shirts,  size  32,  and 
No.  ID  2245  Vests 
The  first  item  was  omitted  as  size  34  is  the  smallest 
that  we  carry ;  the  latter  item  was  omitted  as  we  have 
no  stock  number  comparing  to  No.  ID  2245. 

We  shall  look  forward  to  the  receipt  of  a  reorder  for 
these  items  in  your  next  letter. 

We  were  unable  to  forward  the  IA3702  Suit  ordered 
recently  because  the  trouser  measurements  had  been 


ADJUSTMENT    LETTERS  117 

omitted.  If  you  will  kindly  give  the  length  desired  and 
waist  size  by  return  mail  we  shall  see  that  the  suit  is 
rushed  to  you  as  soon  as  possible  so  that  your  customer 
may  not  be  kept  waiting. 

This  number  is  a  very  pretty  pattern  which  will  be 
made  up  exactly  as  ordered,  and  which  we  are  sure 
will  give  every  satisfaction. 

Thank  you  for  the  business. 

141.  If  you  discover  the  trouble  first.  If  you  are  the 
first  to  discover  the  trouble,  it  is  to  your  advantage  to 
write  at  once,  since  you  can  show  your  good  faith  by 
offering  a  remedy  before  it  is  asked  for. 

In  spite  of  our  best  efforts  it  is  not  probable  that 
We  can  ship  No.  896  Stove  before  Monday.  We  have 
had  a  very  large  number  of  orders  for  this  stove  and 
It  has  been  hard  to  get  them  made  in  sufHcient  quan- 
tities. 

This  Monday  shipment  will  not,  we  hope,  seriously 
inconvenience  your  customer. 

142.  Writing  to  a  dishonest  correspondent.  If  you 
suspect  the  honesty  of  any  correspondent — which  you 
will  not  do  without  overwhelming  cause — your  letter 
confines  itself  to  a  statement  of  facts,  and  of  your 
position  with  regard  to  them.  Then  if  you  are  wrong 
your  correspondent  will  not  have  been  injured,  and  if 
you  are  right  you  will  not  have  lowered  your  dignity  by 
using  harsh  language  to  a  rascal. 

Form  letter  sent  to  "loan  s/jarfcs"; 

As  your  circulars  offering  to  make  confidential  loans 
are  being  sent  to  our  employes,  we  take  the  liberty  of 
Baying  that  any  one  in  our  service  borrowing  money 
Copfldentially  at  usurious  rates  is  promptly  discharge^ 


118  SPECIFIC    TYPES    OF    LETTERS 

the  moment  that  fact  is  discovered.  Our  employes 
who  are  so  hard-pushed  as  to  justify  them  in  paying 
usury  for  a  loan,  can,  if  they  are  worthy,  get  the  money 
from  us,  either  without  interest  or  at  a  very  moderate 
rate.  If,  therefoi'e,  they  apply  to  you  for  a  loan,  the 
circumstance  would,  in  itself,  be  suspicious. 

We  respectfully    suggest  therefore  that  you    strike 

the  address from  your  mailing  list 

and  that  you  decline  any  "pplication  for  a  loan  com- 
ing to  you  from  one  of  our  employes. 

Colorless  statement,  though  records  proved  the  dishonesty  of 
the  claim: 

Mr.  Parr  has  informed  us  that  you  desire  to  return 
2  dozen  Tea  kettles  No.  180-0 
billed  at  $4.60  a  dozen  on  invoice  No.  6101240,  for  the 
reason  that  they  are  not  as  ordered. 

Upon  taking  this  matter  up  with  the  manager  of  our 
Tinware  Department,  we  have  found  that  the  kettles 
are  seamless  bottom  and  seam  top  just  as  represented 
to  you  at  the  time  of  your  purchase.  We  hardly  feel 
under  the  circumstances  that  we  should  be  called  upon 
to  accept  return  of  the  2  dozen  kettles. 

We  trust  you  can  see  your  way  clear  to  dispose  of 
them. 

Stronger  statement  to  customer  who  teas  in  the  habit  of  making 
plishonest  claims: 

We  are  in  receipt  of  the  Cash  Register  which  you  re- 
turned, and  find  upon  examining  it  that  this  Register 
is  in  first-class  condition  and  is  exactly  what  you  or- 
dered. 

The  Manager  of  our  Hardware  Department  tells  us 
that  he  had  a  long  talk  with  you  regarding  this  Reg- 
ister and  that  he  told  you  at  that  time  that  we  posi- 
tively would  not  accept  it  for  credit. 

It  Is  exactly  what  he  represented  it  to  be;  your  or- 


ADJUSTMENT    LETTERS  119 

der  was  filled  in  good  faith,  and  we  positively  will  not 
accept  it  for  credit. 

It  is  being  held  in  our  receiving  department,  and 
we  shall  be  pleased  to  have  you  inform  us  what  dispo- 
sition you  wish  made  of  it. 

143.  Mistakes  in  language.  Certain  mistakes  in 
language  are  peculiarly  likely  to  come  into  adjustment 
letters. 

at  a  loss,  or  cannot  understand  — as  in  the  sentence 
"We  are  utterly  at  a  loss  to  know  which  style  of 
wheelbarrow  you  wish,"  or  "We  are  at  a  loss  to 
know  what  has  become  of  your  order."  These 
phrases  are  annoying,  for  they  imply  either  that  the 
customer  uses  language  that  cannot  be  understood, 
or  that  the  house  writing  the  letter  has  no  idea  of 
what  action  to  take.  Usually  the  letter  goes  on  to 
show  that  the  writer  is  not  really  so  helpless  as  his 
phrase  implies,  by  offering  to  trace  the  shipment,  or 
by  saying,  "Probably  you  refer  to  our  garden  bar- 
row No.  42,  or  to  our  masons'  barrow  No.  18,  since 
these  are  most  in  demand  for  ordinary  purposes." 
Needless  to  say,  the  first  thing  in  the  letter  should  be 
a  vigorous  evidence  of  intelligent  action,  not  a  con- 
fession of  helpless  ignorance.  In  a  sharp  collection 
letter  the  phrases  might  fit. 

complaint — see  78  and  117. 

never  happen  again — as  in  the  phrase  "We  assure 
you  that  this  trouble  will  never  happen  again."  The 
phrase  sounds  exaggerated,  since  trouble  of  all  kinds 
is  constantly  arising  in  business;  though  possibly 
the  identical  error  would  not  be  made  in  dealing  with 


120  SPECIFIC    TYPES    OF    LETTERS 

the  same  customer,  unless  his  orders  were  numerous. 
"We  have  taken  care  to  prevent  such  trouble  hap- 
pening again,"  or  a  statement  of  the  steps  that  were 
taken  can  be  used  with  good  effect. 

records— avoid  unnecessary  reference  to  "our  records," 
as  when  you  say,  "We  have  looked  the  matter  up  in 
our  records,  and  find  that  .  .  .  ."  Of  course 
you  will  have  looked  in  your  records  before  ventur- 
ing on  a  reply.  But  use  reference  to  the  records 
freely  when  there  is  evidence  to  be  brought  forward, 
and  facts  are  called  in  question.  Only  avoid  the 
wordy  use  of  the  phrase. 

you  state,  you  say — as  in  the  phrase  "The  dishes 
which  you  say  arrived  in  bad  condition."  This  im- 
plies that  the  writer  does  not  believe  the  statement. 
Say  "The  dishes  which  you  report  broken," 
or  "which  were  broken." 

wordiness  in  general  should  not  be  mistaken  for  em- 
phasis. Use  concrete  facts;  expand  by  the  use  of 
definite  detail,  not  by  wordy  repetitions.  Nor  should 
you  attempt  to  cover  your  ignorance  of  the  subject 
by  wordiness ;  the  veil  is  easy  for  everyone  but  your- 
self to  see  through. 

144.  The  negative  suggestion.  Avoid  the  negative 
suggestion.  The  writer  of  adjustment  letters,  being  in 
an  apologetic  frame  of  mind,  is  likely  to  be  drawn  into 
saying  at  the  end  of  the  letter,  "We  hope  this  will  be 
satisfactory,"  or  still  worse,  "If  this  is  not  satisfactory, 
let  us  know."  Say  rather,  "We  believe  this  will  be  sat- 
isfactory," if  you  feel  that  you  must  end  with  such  a 


ADJUSTMENT    LETTERS  121 

statement;  or  better,  "This  is  part  of  our  policy,  to  give 
our  patrons  complete  satisfaction.  We  value  your  trade, 
and  we  want  to  make  this  adjustment  an  expression  of 
that  appreciation  as  well  as  of  abstract  justice."  Such 
words  never  fail  to  give  pleasure,  no  matter  how  often 
they  are  repeated.  Of  course,  avoid  blaming  yourself 
unduly,  or  indeed  at  all,  unless  the  seriousness  of  the 
trouble  or  the  wrath  of  the  customer  demands  a  victim. 
There  is  nothing  improper  in  implying  that  adjustments 
are  made  willingly  and  often ;  rather  the  reverse  is  true 

145.  Sales  material.  Sales  material  should  be  in- 
eluded  in  adjustment  letters  as  much  as  possible.  Tha 
is,  whenever  goods  are  mentioned  there  is  a  chance  to 
speak  of  their  good  qualities.  The  principle  is  illustrated 
in  the  letters  in  127,  128,  and  140c,  besides  others.  Sales 
talk  of  this  kind  serves  a  double  purpose;  it  suggests 
further  purchases,  and  makes  the  customer  feel  more 
satisfied  with  the  goods  he  is  having  trouble  with.  If 
the  sales  department  works  closely  in  conjunction  with 
other  departments,  it  will  constantly  furnish  material 
which  can  be  included  in  many  of  the  letters  of  the 
house,  no  matter  what  department  writes  them. 

146.  Liability  in  transportation.  The  responsibil- 
ity of  the  shipper  ends  and  that  of  the  transportation 
company  begins  when  the  goods  are  on  board  the  cars 
of  the  latter.  Consequently  the  liability  of  the  shipper 
for  damage  sustained  in  transit  is  confined  to  that  re- 
sulting from  faulty  packing,  or  from  some  cause  which 
had  its  beginning  before  the  goods  left  the  shipper's 
hands.    Liability  for  delay  in  transit  cannot  come  upon 


122  SPECIFIC    TYPES    OF    LETTERS 

the  shipper  unless  he  has  wrongly  addressed  the  ship- 
ment, or  has  disregarded  the  instructions  of  the  orderer 
as  to  route.  In  the  latter  case,  for  instance,  if  he  1ms 
sent  goods  by  freight  when  the  order  specified  express, 
he  is  liable  for  loss  resulting  from  the  delay ;  and  if  he 
sent  by  express  when  the  order  specified  freight,  he  is 
liable  for  the  extra  expense  of  express.  But  if  the  cus- 
tomer is  in  trouble,  it  is  the  opportunity  of  the  shipper 
to  help  him  out,  often  by  undertaking  claim  against  the 
transportation  company,  or  by  advising  the  customer  to 
get  the  freight  agent's  notation  on  the  bill  of  lading  to 
show  that  the  goods  arrived  in  bad  condition.  (See 
140b;  also  under  148.) 

147.  Tabulated  summary  of  adjustments.  The  list 
on  pages  124  and  125  contains  material  commonly  found 
in  adjustment  letters.  It  is  not  complete  and  could  not 
be  made  so  for  even  a  single  business.  But  it  will  be 
found  suggestive  by  those  who  wish  to  systematize  their 
adjustment  letters,  or  to  prepare  forms  covering  the  chief 
situations,  as  well  as  by  those  who  are  unfamiliar  with 
the  subject  matter  of  business  letters. 

148.  Adjustment  letters  classified  according  to  the 

cause  of  trouble. 

Delay  in  shipping: 

Our  factory  headquarters  has  just  Informed  us  in 
reply  to  our  telegram,  that  your  order  No.  183  of 
March  5  was  shipped  March  17  by  express  direct 

We  are  sorry  the  delay  occurred,  and  hope  the  goods 
have  already  reached  you. 

We  take  pleasure  in  informing  you,  in  reply  to  your 


ADJUSTMENT    LETTERS  123 

letter  of  March   19,   that  your  several   orders  have 
already  been  shipped. 

The  goods  should  be  in  your  hands  within  the  next 
two  or  three  days,  but  if  for  any  reason  they  should 
be  delayed  in  transit,  Icindly  let  us  know. 

Upon  receiving  your  letter  of  March  19,  we  looked 
up  your  order  for  No.  6  Novelty  wringer  placed  with 
Mr.  Wilson  on  March  11,  and  find  it  was  shipped  from 
our  factory  March  17. 

We  hope  It  will  reach  you  without  delay. 

We  find  that  your  order  for  three  refrigerators,  In- 
quired about  in  your  letter  of  March  23,  is  in  the  hands 
of  our  shipping  department  and  will  be  forwarded  to- 
day or  Monday. 

The  factory  informs  us  this  morning  that  your  order 
for  No.  445  refrigerator  will  be  shipped  on  Saturday 
of  this  week. 

We  have  asked  them  to  have  a  tracer  follow  the 
shipment  so  as  to  insure  that  there  will  be  no  delays. 

We  are  glad  to  say,  in  reply  to  your  letter  of  March 
15,  that  our  carload  of  refrigerators  arrived  and  your 
order  was  shipped  complete  today,  as  shown  in  the  bill 
sent  yesterday. 

This  completes  your  order,  with  the  exception  of  No. 
460,  which  is  to  be  shipped  April  10. 

Promptly  on  receipt  of  your  telegram  we  telegraphed 
our  factory  about  the  Wire  Cloth  and  learned  just 
now  that  the  best  date  they  can  give  for  shipment  is 
March  28. 

Now  I'll  tell  you  what  we  can  do ;  we  know  you  are 
In  a  hurry,  and  we  can  let  you  have  a  small  quantity  of 
the  cloth  from  our  own  stock  on  the  floor  to  help  you 
out  temporarily,  on  the  same  favorable  basis  that  was 
quoted  for  direct  factory  shipment. 


The  trouble 
1.    Delay  in 
snipping 


The  cause 
(a)    Order  partly  or  wholly  out  of  stock,  or 
requiring  special  manufacture,  finish,  etc 


2.    Delay  in 
transit 


3.    Damage  in 
transit 


4.  Defect  in  goods 

5.  Shortage  claimed 


6.    Goods  found  over, 
or  wrong  goods 
sent 

I.    Goods  claimed  not 
as  represented 

8.    Refusal  or  return 
ot  goods 


(b) 
(c) 

(a) 


Mistake  in   ordering;    customer's  error, 
salesman's  error,  error  in  catalog. 
Order   delayed,    in   office   or  in   factory, 
through  rush  of  work,  defect  In  system, 
error  or  neglect  of  individual. 


/^- 


Through  fault  of  transportation  company, 
mlssent  and  found,  lost  or  stolen. 
(b)    Through  wrong  route  or  wrong  address,  ^ 
error   in   shipping  department,   or   cus- 
tomer's error. 

Through  fault  in  material,  fault  in  work- 
manship, bad  packing;  or  bad  handling  or 
undue  exposure  by  either  the  shipper,  the 
transportation  company,  or  the  receiver. 

In  material,  workmanship,  operation,  etc. 


(a)  Caused  by  shipper's  error,  in  reading, 
filling,  or  addressing  order. 

(b)  Caused  by  customer's  error,  in  putting 
goods  in  stock  or  selling  them  before 
checking  invoice;  in  reading  invoice 
wrongly;  in  omitting  items  from  the 
order. 

(a)  By  shipper's  error  ip  reading,  filling,  or 
addressing  order. 

(b)  By  customer's  error  in  writing  indis- 
tinctly or  wrUing  wrong  items. 

In  sampler,  by  salesman,  or  in  catalog,  as 
to  appearance,  quality,  size,  price,  etc. 

Without  explanation  —  Information  re- 
ceived from  transportation  company.  Or 
customer  explains  that  he  did  not  order; 
that  he  is  overstocked  with  similar 
goods;  that  goods  came  too  late  or  too 
early  for  season  or  special  demand;  that 
he  has  decided  not  to  stock  this  linai. 


What  the  letter  may  do 

1.  (a)  Letter  explains  fully,  pending  Instructions;  offers  substitution; 
substitutes  on  own  responsibility;  holds  up  whole  order;  transfers 
missing  items  to  late  order;  gives  shipping  date,  or  explains  Inabil- 
ity to  give  it;  expresses  regret 

(b)  Letter  holds  up  all  or  part  of  the  order;  explains  probable 
cause  of  error;  asks  for  reorder;  expresses  regret. 

(c)  Letter  promises  best  possible  shipping  date;  may  explain, 
apologize,  or  promise  to  remove  cause  and  prevent  future  errors, 
depending  on  the  seriousness  of  the  trouble. 

2.  (a)  Letter  expresses  regret  and  sympathy;  shows  your  records 
clear  as  to  shipment;  announces  sending  of  tracer;  offers  to  help 
with  claim  to  recover. 

(b)  Letter  explains  or  apologizes;  allows  or  denies  claim  for  dam- 
ages through  delay.  If  claim  has  been  made. 

3.  Letter  expresses  regret  or  sympathy;  explains  cause  or  fixes 
responsibility;  grants  damages  or  assists  customer  In  obtaining 
them  from  transportation  company,  or  disallows  claim;  assures 
against  repetition  of  trouble. 

4.  Letter  suggests  repair  at  your  expense;  allows  return  or  grants 
claim;  expresses  regret. 

5.  (a)  Letter  announces  shipment  by  express;  apologizes,  explains 
cause,  allows  claim  for  transportation. 

(b)  Letter  expresses  regret,  shows  your  records  clear  as  to  check- 
ing and  shipment,  asks  that  customer  Investigate  again,  suggests 
possible  cause  of  error. 


8.  (a)  Letter  apologizes  or  explains;  If  possible,  always  asks  customer 
to  keep  goods  as  a  favor;  may  offer  an  inducement  In  price  or  terms, 
(b)  Letter  expresses  regret;  shows  records  clear;  suggests  possible 
cause  of  error. 

7.  Letter  allows  return  or  lower  price,  and  explains  trouble;  or  ex- 
plains customer's  misunderstanding. 

8-  Letter  asks  that  customer  accept  the  goods,  quotes  record  to  show 
his  order;  refuses  to  accept  his  reasons;  point*  out  expense  tr 
shipper;  or  allows  return,  or  lower  price. 


126  SPECIFIC    TYPES    OF    LETTERS 

I  am  very  sorry  indeed  that  this  order  is  delayed, 
but  we  have  been  simply  snowed  in  with  orders  for 
Wire  Cloth  this  year,  and  have  sold  more  than  ever 
before  in  our  history. 

How  much  shall  you  want,  and  shall  we  ship  by  ex- 
press? 

On  the  receipt  of  your  letter  of  September  2,  we  are 
writing  our  factory  again  today,  urging  them  to  do  all 
in  their  power  to  ship  at  an  earlier  date  than  Septem- 
ber 28.  We  hardly  believe  they  can  better  this  promise, 
but  if  we  receive  any  information  of  importance  we 
will  let  you  know. 

We  regret  that  owing  to  an  unavoidable  delay  in  the 
execution  of  your  order  for  stationery  it  was  impos- 
sible for  us  to  deliver  it  on  the  date  promised. 

We  expect,  however,  to  have  the  order  in  your  hands 
in  a  few  days  and  trust  the  delay  will  not  incon- 
venience you. 

Your  letter  of  January  6  has  been  referred  to  the  man- 
ager of  our  lAmp  section,  who  tells  us  that  the  lamp 
was  forwarded  to  your  residence  yesterday. 

If  upon  receipt  of  this  letter  the  shade  has  not 
reached  you,  please  let  us  know  and  we  will  give  the 
matter  our  immediate  attention. 

We  regret  that  it  will  be  impossible  to  have  your 
toilet  set  marked  as  promised.  Marking  orders  were 
placed  in  such  quantities  before  yours  was  received 
that  the  work  cannot  be  executed  before  December  28. 

We  are,  therefore,  holding  the  set  for  your  further 
instructions  and  hope  that  this  will  not  cause  any  dis- 
appointment. 

Delay  in  transit: 

We  received  your  note  of  June  30  in  regard  to  the 


ADJUSTMENT    LETTERS  127 

ease  of  cannon  crackers  No.  763  on  invoice  No.  6141899. 

We  think  it  probable  that  part  of  the  shipment  has 
gone  astray  in  transit  and  wish  to  ask  you  how  many 
boxes  you  received.  Our  B-L  calls  for  30  in  all,  in- 
cluding 4  bales  and  16  boxes  of  fireworks. 

If  you  got  less  than  the  30  pieces,  please  have  your 
freight  agent  mark  your  freight  bill  showing  the  short- 
age; then  send  the  marked  freight  bill  to  us  and  we 
will  file  claim  in  your  behalf  against  the  railway. 

We  are  very  sorry  to  hear  that  our  invoice  of  goods  of 
June  21  has  not  yet  reached  you. 

On  investigation,  we  find  that  all  the  shipment,  with 
the  exception  of  one  barrel  of  crockery  which  was  de- 
layed a  few  days  in  Chicago,  left  Chicago  on  the  24th. 

In  accordance  with  your  request  we  are  notifying 
our  shipping  department  to  route  all  your  future 
freight  shipments  by  way  of  Cincinnati. 

If  this  shipment  does  not  reach  you  complete  in  a 
short  time,  please  notify  us,  and  we  will  take  up  the 
matter  with  the  railroad  company. 

The  merchandise  shipped  to  you  January  2  was  un- 
fortunately directed  to  225  Kinzie  Avenue,  and  the 
parcel  is  now  being  held  by  the  American  Express 
Company  unclaimed. 

We  have  forwarded  instructions  to  rectify  the  error 
and  every  effort  will  be  made  to  have  the  parcel  in  your 
possession  without  delay.  Should  the  shipment  fail  to 
arrive,  please  refer  the  enclosure  to  your  local  agent, 
and  have  him  fill  in  the  printed  form  on  the  reverse 
side.  Then  sign  it  yourself  and  return  it  to  us,  when 
the  matter  will  be  placed  in  a  channel  for  adjustment. 

Damage: 

We  are  in  receipt  of  the  damaged  No.  9105  clock 
which  you  returned,  and  have  forwarded  a  new  Clock, 
which  was  charged  to  your  account. 


128  SPECIFIC    TYPES    OF    LETTERS 

Please  mail  us  a  freight  bill  properly  noted,  showing 
that  the  Clock  which  you  returned  was  received  in  a 
damaged  condition,  so  that  the  cost  of  repairs  can  he 
collected  from  the  transportation  company  and  the 
proper  credit  placed  to  your  account. 

We  are  today  ordering  from  the  factory 

one  only  complete  mirror  and  frame  for 
No.  12727  Dresser 
As  soon  as  the  repairs  are  received  we  will  forward 
them  to  you  and  instruct  our  driver  to  accept  the  de- 
fective mirror  and  frame  in  exchange. 

In  response  to  your  card  of  July  1  we  enclose  as 
requested  the  original  B-L  covering  our  shipment  of 
June  27,  Invoice  No.  623670. 

We  trust  you  will  have  no  trouble  in  settling  your 
claim  with  the  railway. 

Mr.  Seidel  informs  us  that  the  marble  slab  on  the 
Cash  Register  which  you  purchased  from  us  on  June  28 
was  received  broken. 

If  you  will  mention 
one  only  marble  slab  for  No.  6841  Cash  Register 
on  your  next  order,  and  enclose  this  letter,  we  will 
gladly  send  you  one  without  charge. 

We  received  your  note  of  July  2  in  regard  to  the 
bicycle  on  your  bill  of  June  29. 

Please  have  a  new  rim  put  on  the  wheel  and  send  us 
your  bill  for  the  extra  expense,  which  we  shall  be 
glad  to  allow. 

We  received  your  letter  of  July  2  in  regard  to  the 
butter  scotch  wafers  on  your  bill  of  May  20. 

If  you  will  return  the  melted  candy  to  us  at  our  ex- 
pense, we  will  give  your  account  credit  for  it. 

We  received  your  letter  of  July  1  in  regard  to  the 
damaged  go-cart    We  are  very  sorry  indeed  that  the 


ADJUSTMENT    LETTERS  129 

»rt  was  damaged,  evidently  through  improper  crating, 
so  that  there  does  not  seem  to  be  any  redress  against 
the  railway. 

We  shall  be  glad  to  make  a  reasonable  allowance  to 
cover  the  cost  of  repairs,  or  if  you  do  not  think  the 
cart  can  be  repaired,  you  may  return  it  to  us  at  our 
expense  and  we  will  give  your  account  credit  for  it 

We  will  send  you  a  new  one  In  exchange  if  you 
desire. 

We  thank  you  for  your  remittance  of  $8.00  of  June 
29.  We  are  sorry  to  learn  that  the  syrup  was  in  bad 
condition  when  you  received  it. 

Please  see  your  freight  agent  and  have  him  mark 
your  freight  bill  showing  the  damage,  then  send  the 
marked  freight  bill  to  us,  and  we  will  file  claim  in  your 
behalf  against  the  railway. 

We  thank  you  for  your  remittance  of  $122.43  of 
June  29. 

In  regard  to  the  damage  of  the  mattress  we  would 
like  to  ask  if  you  have  already  filed  claim  in  your  own 
behalf.  If  so,  we  trust  you  will  have  no  trouble  in 
settling  with  the  railway. 

If  you  desire  we  shall  be  glad  to  enter  claim  for  you, 
and  in  that  case  we  would  ask  that  you  notify  us  and 
cancel  all  proceedings  in  your  own  name. 

If  you  wish  us  to  duplicate  the  order  for  the  mat- 
tress, please  notify  us. 

Recently  we  had  occasion  to  include  in  a  shipment 
to  one  of  our  city  customers  one  of  your  No.  127 
dressers,  oak  finish.  Our  customer  has  informed  us 
that  the  mirror  frame  was  received  broken,  due  to  de- 
fectiveness in  material,  and  that  the  mirror  was  also 
defective. 

Please  forward  to  us,  using  the  enclosed  shipping  fag, 
another  mirror  and  frame  for  the  above  mentioned 


130  SPECIFIC    TYPES    OF    LETTERS 

drpsser,  and  mention  our  reference  Y  6005  upon 
the  invoice. 

If  you  do  not  feel  like  replacing  the  defective  parts 
without  charge,  you  may  render  invoice  in  our  behalf 
and  we  will  return  the  defective  mirror  and  frame  to 
your  factory. 

We  shall  be  glad  of  your  immediate  attention  to  this. 

Mr.  Jones  has  called  attention  to  your  letters  re- 
garding the  non-adjustment  of  breakage  claims  on 
crockery  and  two  go-carts  which  are  to  be  returned. 

On  investigation  we  find  that  on  March  18  Mr.  Jones 
informed  us  that  21  pieces  in  No.  E  1107  Crockery  As- 
sortment and  1  piece  No.  R  2772,  1  plate  R  759  were 
broken  in  shipment  No.  224082.  We  wrote  you  on 
March  18  stating  that  the  reference  given  us  was  in- 
correct and  we  were  therefore  unable  to  locate  our 
records,  requesting  that  you  return  the  invoice  or  tell 
us  the  correct  number  of  the  invoice.  Apparently  up 
to  the  present  time  this  matter  has  not  received  your 
attention,  and  until  we  receive  the  necessary  informa- 
tion it  will  be  impossible  for  us  to  make  adjustment. 

Our  records  also  Indicate  that  two  go-carts  billed  on 
Invoice  No.  311265  were  called  for  by  one  of  our  drivers 
but  for  some  reason  he  did  not  accept  them,  possibly 
because  you  did  not  have  the  carts  properly  packed. 
We  are,  however,  issuing  orders  to  have  our  driver 
call.  Then  upon  receipt  of  the  carts  your  account  will 
be  properly  credited. 

Defect: 

We  are  very  much  surprised  and  very  sorry  to  learn 
from  your  letter  of  February  30  that  the  Star  Cider 
shipped  to  you  is  not  satisfactory.  Please  return  the 
cask  to  us  by  freight  at  once  and  let  us  know  on  the 
enclosed  postal  if  we  may  have  the  pleasure  of  ship- 
ping you  another  cask  on  the  same  basis  as  the  first 


ADJUSTMENT    LETTERS  131 

We  don't  want  you  to  think  ours  is  bad  cider.  Per- 
haps the  trouble  is  that,  as  you  probably  know,  being 
early  cider,  it  has  not  the  body  that  late  November  or 
December  cider  has.  Last  year  we  turned  out  over 
2400  packages  and  had  very  few  complaints  of  any 
sort.  Yesterday  we  delivered  some  to  two  of  our  city 
customers  who  were  so.  enthusiastic  over  it  that  they 
called  us  up  over  the  'phone  and  told  us  it  was  the 
finest  cider  they  had  ever  had  in  their  store.  We  have 
examined  every  lot  received  and  found  it  all  right. 

So  try  some  of  the  later  cider  this  time ;  we  can  ship 
it  at  once. 

Mr.  Osborn,  who  called  on  you  a  few  days  ago,  has 
reported  to  us  that  you  found  a  number  of  pieces  of 
enameled  ware  and  galvanized  sprinkler  to  the  amount 
of  $1.G9  imperfect  and  practically  worthless. 

We  have  credited  your  account  .$1.69  to  cover  the  loss 
as  reported  by  Mr.  Osborn  and  we  enclose  our  memo- 
randum for  this  amount,  which  you  may  deduct  from 
your  next  remittance. 

You  need  not  return  the  damaged  pieces,  as  they 
would  not  be  worth*  return  charges. 

We  received  your  letter  of  June  28  in  regard  to  the 
tent  on  your  bill  of  May  13.  We  are  sorry  you  find 
any  trouble  with  this  tent. 

If  you  find  it  unsalable  you  may  return  it  to  us  and 
we  will  give  your  account  credit  for  it  as  soon  as  we 
receive  it,  but  if  you  can  dispose  of  it  at  a  reduction 
we  would  be  willing  to  make  a  reasonable  allowance 
to  cover  the  fault  in  manufacture. 

Shortage: 

We  shall  be  glad  to  furnish  without  charge  the  parts 
of  the  No.  524  Furnace  which  you  report  missing  in 
your  letter  of  January  13. 

Please  send  to  us  at  once  mounters  or  inspection 


132  SPECIFIC    TYPES    OF    LETTERS 

card  which  was  packed  with  this  furnace  so  that  we 
may  investigate  this  shortage  at  the  factory. 

We  have  received  your  letter  of  March  22  and  shall 
do  all  in  our  power  to  help  you  straighten  out  the 
shortage  you  report. 

There  is  apparently  an  error  somewhere,  as  you  re- 
port short  one  bundle  of  Hay  Forks  on  the  invoice  of 
March  11,  while  our  original  bill  of  lading  calls  for 
four  bundles  of  three  doz.  Hay  Forks,  the  same  num- 
ber as  that  called  for  in  your  expense  bill.  We  do  not 
see  just  where  the  shortage  comes.  A  copy  of  our 
original  bill  of  lading  is  enclosed.  Please  take  it  up 
with  the  railroad  company. 

If  this  doesn't  straighten  things  out,  let  us  know  if  we 
can  be  of  any  assistance. 

We  have  received  your  letter  of  May  7  reporting 
shortage  on  our  invoice  of  April  19: 

3/^  doz.  3-8  in.  G.  G.  Chisels 

So  far  we  have  not  been  able  to  discover  why  these 

did  not  reach  you  with  the  rest  of  the  shipment.    Our 

records  on  each  show  that  they  were  carefully  checked 

and  rechecked,  counted  and  recounted,  and  shipped,  a 

\     system  so  exact  that  it  usually  prevents  any  errors. 

We  shall  therefore  await  your  confirmation  of  this 
shortage  and  ask  you  as  a  favor  in  the  meantime  to 
make  another  investigation  to  insure  that  these  goods 
have  not  been  placed  in  stock  or  applied  to  an  order 
without  the  knowledge  of  the  person  who  checked  up 
the  invoice.  Mistakes  will,  of  course,  occur  at  both 
ends  of  the  line,  and  we  shall  be  very  glad  to  allow 
your  claim  if  the  items  clo  not  turn  up. 

We  regret  to  learn  from  your  letter  of  May  2  that 
shortage  occurred  on  Invoice  No.  624532  covering  your 
initial  order  to  us. 


ADJUSTMENT    LETTERS  133 

Enclosed  you  will  find  our  credit  memorandum  for 
$1.46,  covering  invoice  price  of  the  two  missing  suits. 
Please  Inform  us  wtiat  reduction  in  price  would  enable 
you  to  dispose  of  the  one  incomplete  suit  Upon  re- 
ceipt of  your  reply  we  shall  be  glad  to  make  the  ad- 
justment. 

We  are  sorry  to  hear  in  your  letter  of  October  1  that 
the  cremone  bolt  was  not  received  with  the  shipment  of 
your  order  No.  90667,  invoice  of  September  17. 

We  are  writing  our  factory  headquarters  asking 
them  to  follow  this  shipment  by  tracer  and  to  inform 
us  when  deliverj'  is  made  at  destination. 

This  bolt  no  doubt  was  packed  in  a  case  separate 
from  the  rest  of  the  goods  and  it  is  just  possible  that 
it  was  lost  in  transit  Our  records  show  that  in  this 
shipment  there  were  six  cases  in  all,  making  a  total  of 
664  lbs.,  four  cases  of  which,  consisting  of  600  lbs., 
applied  on  order  No.  90667.  If  your  order  was  short 
this  case,  as  you  no  doubt  can  tell  from  your  bill  of 
lading,  we  suggest  that  you  take  the  matter  up  with 
the  railroad  company  at  your  station  that  no  delay 
may  be  caused  in  getting  the  goods  through.  If  you 
locate  this  shipment,  kindly  inform  us,  so  that  we-^may 
drop  further  investigation. 

We  received  your  card  of  May  28  referring  to  our 
invoice  of  June  24,  and  are  sorry  that  you  find  so  many 
items  missing. 

In  regard  to  the  knives  and  forks  No.  1882,  please 
tell  us  exactly  how  many  knives  and  forks  you  Ji^ 
ceived,  as  we  think  there  might  be  some  misunder- 
standing on  your  part  as  to  what  really  constitutes  a 
set 

As  soon  as  we  hear  from  you  we  will  give  your  ac- 
count credit  to  cover  whatever  shortage  you  find  to 
exist 


134  SPECIFIC    TYPES    OF    LETTERS 

Goods  over: 

We  wish  to  thank  you  for  your  letter  of  July  7  in- 
forming us  of  our  mistake  in  our  shipment  under  in- 
voice of  June  23.  We  find  upon  investigation  that  we 
did  not  ship  you  the  three  rolls  of  24  in.  x  1  in. 
Poultry  Netting  which  were  charged  against  you  on 
this  invoice. 

This  was  an  oversight  for  which  we  apologize.  We 
were  entirely  out  of  this  size  Netting  when  your  order 
came  in,  but  through  mistake  checked  up  the  item  on 
the  invoice  and  made  the  charge. 

We  enclose  credit  memorandum  to  cover  the  three 
rolls,  for,  although  your  letter  states  you  were  short 
two  rolls,  our  records  indicate  that  we  did  not  send 
you  any  of  this  size,  though  we  charged  you  for  three. 

You  also  inform  us  that  you  were  unable  to  find 
^2  dozen  12-22  in.  Panel  Saw  charged  you  on  invoice 
of  June  23,  Here  our  records  indicate  that  the  saw 
was  properly  gotten  out  by  the  order  clerk,  called, 
checked,  and  rechecked  by  the  callers  and  checkers, 
and  included  with  your  other  goods.  Will  you  not, 
therefore,  investigate  again  on  the  chance  that  the  saw 
has  been  misplaced  or  perhaps  sold  before  being  prop- 
erly checked  on  your  invoice? 

If  you  are  still  unable  to  find  the  saw  please  write  us 
again.  I  enclose  a  stamped  envelope  for  your  conve- 
nience. 

Thank  you  very  much  for  the  favor  done  us  in  your 
letter  of  May  6  telling  us  that  you  will  keep  the  V2  doz. 
J>rill  Bits  sent  May  2  with  invoice  No.  9427.  At  your 
request  we  are  enclosing  an  invoice  for  them. 

We  appreciate  also  your  calling  our  attention  to  the 
mistake  in  shipment.  Our  checking  system  is  as  nearly 
perfect  as  we  can  devise,  and  when  an  error  is  made 
we  trace  it  down  and  do  our  utmost  to  prevent  its 
repetition.    Accordingly,  we  shall  try  not  to  give  you 


ADJUSTMENT    LETTERS  135 

cause  to   notify  us  of  this  difficulty  in  your  future 
orders. 

We  shall  try  to  reciprocate  your  kindness. 

Upon  checking  the  merchandise  billed  on  your  in- 
voice of  December  28,  we  find  that  you  shipped  us  one 
covered  dish  in  Pattern  No.  998,  at  seventy  cents,  for 
which  you  did  not  charge  us. 

Please  send  an  additional  invoice  for  this. 

We  received  your  letter  of  March  30  in  regard  to  the 
chinavvare  assortment  in  our  shipment  of  the  27th.  We 
are  ghid  you  found  the  assortment  generally  satisfac- 
tory with  the  exception  of  the  6  articles  of  which  you 
received  one  dozen  each  instead  of  12  articles  of  % 
dozen  each. 

If  this  causes  you  any  loss  we  shall  be  ^lad  to  make 
a  reasonable  allowance  to  cover  the  difuerence  in  value 
on  tliese  particular  pieces. 

In  regard  to  the  mustard  spoons,  may  we  explain 
that  no  mustard  spoons  are  furnished  with  the  mus- 
tard pots,  but  the  spoons  are  listed  separately. 

In  accordance  with  your  request  we  are  notifying 
our  bookkeeper  to  send  you  a  statement  of  your  ac- 
count. 

Thank  you  for  your  patronage ;  we  shall  await  your 
further  commands. 

Refusal: 

We  have  received  our  invoice  returned  for  Raisins 
shipped  February  1  amounting  to  $68.40,  and  your  let- 
ter informing  us  that  you  are  overstocked. 

We  are  sorry  to  say  we  cannot  accept  the  goods  for 
the  reason  you  give.  The  order  was  taken  in  good 
faith  by  Mr.  W^aters  on  December  6  for  shipment  Feb- 
ruary 3.  We  are  willing  to  do  all  we  can,  and  Mr. 
Waters  writes  that  he  has  disposed  of  five  cases  for 


136  SPECIFIC    TYPES    OF    LETTERS 

you ;  you  will  see  from  the  enclosed  credit  voucher 
tliat  $17.10  has  been  placed  to  your  credit. 

We  shall  have  to  ask  that  you  send  us  a  remittance 
for  the  remainder  of  the  bill,  $51.30. 

We  are  today  in  receipt  of  information  from  the 
Chicago,  Burlington  &  Quincy  Ry.  Co.,  to  the  effect 
that  our  shipment  of  goods  invoiced  to  you  under  date 
of  June  1 — Invoice  No.  992640 — is  at  destination  re- 
fused by  you. 

We  are  unable  to  account  for  this,  as  we  do  not 
find  any  correspondence  in  our  files  stating  why  this 
shipment  is  not  acceptable.  The  Railroad  Company 
has  requested  us  to  furnish  disposition  of  this  ship- 
ment, and  we  would  like  to  have  you  write  and  inform 
us,  therefore,  why  you  object  to  receiving  it. 

We  accepted  your  order  for  these  goods  in  good 
faith,  and  expected,  of  course,  that  you  would  take  care 
of  the  shipment  immediately  upon  its  arrival  at  the 
destination.  If  it  is  in  good  condition,  we  would  sug- 
gest that  you  do  so  immediately  upon  receipt  of  this 
letter,  and  any  grievance  that  you  may  have  can  be 
adjusted  later. 

In  the  meantime,  storage  charges  are  rapidly  ac- 
cumulating, and  it  is  important  that  you  accept  the 
shipment  and  remove  the  goods  from  the  depot  at  the 
earliest  possible  moment.  If  the  shipment  is  in  such 
condition  that  you  cannot  accept  it,  kindly  give  us  full 
particulars,  so  that  we  may  instruct  the  Railroad 
Company  accordingly. 

We  are  notified  by  the  agent  of  the  American  Ex- 
press Company  that  he  has  on  hand  at  Madison  a 
package  addressed  to  you  which  we  shipped  on  June  13. 

We  would  suggest  that  you  call  at  the  office  and  ac- 
cept the  shipment,  as  the  agent  is  pressing  us  for  dis- 
position. 


Chapter  X 

Credit  Letters* 

149.  Purpose  of  credit.  Almost  all  the  business  of 
the  United  States  is  done  on  credit.  Of  all  goods  sold 
only  a  small  percentage  is  paid  for  on  delivery. 

The  advantage  of  credit  is  that  it  increases  the  volume 
of  business  done.  Suppose  a  merchant  whose  net  worth 
and  personal  integrity  are  sufficient  to  guarantee  the 
payment  of  his  bills,  receives  from  a  house  a  shipment 
of  shirts  worth  $66,  for  which  he  must  pay  in  thirty 
days.  He  sells  the  whole  amount  in  fifteen  days  for  $100 
and  orders  $100  worth  of  shirts,  which  he  sells  in  fifteen 
days  for  $150.  At  the  end  of  thirty  days  he  has  done 
$250  worth  of  business  without  being  obliged  to  pay 
any  cash  whatever ;  and  his  actual  indebtedness  is  as  yet 
only  $66.  As  a  whole,  the  volume  of  business  trans- 
acted in  the  United  States  is  very  greatly  in  excess  of 
the  amount  of  capital  in  circulation. 

150.  Relation  of  credits  to  collections.  In  order  to 
keep  credit  sound  through  the  country,  care  must  be 
taken  to  allow  its  privileges  only  to  people  who  can  pay, 
and  to  follow  them  closely  to  make  sure  that  they  dc 
pay  regularly.  Otherwise  the  whole  system  will  be 
stopped  by  a  breakdown  at  one  place  in  the  line  from 
producer  to  customer.  The  first  is  a  matter  of  credit 
the  second  a  matter  of  collection. 

The  two  subjects  are  so  closely  related  that  they  over- 

"For  more  detailed  discussion,  see  Gardner's  "New  Collection  Methods-." 

1.^7 


138  SPECIFIC    TYPES    OF    LETTERS 

lap,  and  should  do  so.  Ideally,  the  same  department  or 
the  same  man  should  look  after  both;  and  in  any  case 
the  relations  between  the  members  of  a  firm  who  attend 
to  credits  and  those  who  attend  to  collections  should 
be  the  closest  possible,  so  that  they  can  share  each  other's 
knowledge  of  their  customers  and  follow  identical  poli- 
cies. 

151.  Credit  letters  in  the  retail  trade.  Retail 
houses  make  less  use  of  credit  letters  than  do  wholesale 
houses,  since  they  can  usually  establish  credit  relations 
during  a  personal  conversation  with  the  applicant  for 
credit.  But  in  large  retail  establishments  like  metro- 
politan department  stores,  application  for  credit  may  be 
made  more  formally,  and  granted  by  letter  after  an  in- 
vestigation. Since  the  hold  on  the  retail  customer  is 
slight  and  the  amount  of  his  purchases  comparatively 
small,  a  letter  granting  him  credit  cannot  lay  particular 
stress  on  the  credit  side  of  the  transaction,  but  should 
spend  its  efforts  in  giving  a  hearty  welcome  and  in  mak- 
ing a  sales  appeal.  An  example  is  the  last  letter  in  116. 
(See  also  163.) 

152.  Duties  of  manager  of  wholesale  credits.  In 
a  wholesale  house  the  first  duty  of  the  manager  of  the 
credit  department,  or  the  '"credit  man"  as  he  is  usually 
styled,  is  to  investigate  the  standing  of  his  customer  by 
every  means  known  to  him,  so  as  to  decide  how  large  a 
"line  of  credit"  the  firm  may  extend  to  him  and  what 
"terms"  can  be  offered.  That  is,  he  first  finds  out  what 
is  the  customer's  amount  of  ready  capital,  or  the  value 
of  his  invested  capital  that  could  be  realized  if  a  forced 


CREDIT    LETTERS  139 

sale  were  necessary;  what  is  his  personal  character  and 
integrity;  and  what  is  his  personal  ability  and  his  op- 
portunity for  doing  a  successful  business  in  his  par- 
ticular location.  ''Character,  capital,  and  capacity," 
are  the  heads  under  which  the  objects  of  the  credit 
man's  investigation  are  often  put.  On  the  basis  of  the 
investigation,  he  next  decides  how  many  dollars'  worth 
of  goods  the  customer  will  probably  sell  in  a  season  and 
how  much,  accordingly,  the  firm  can  safely  let  him  have 
on  credit.  He  must  also  decide  whether  to  require  part 
payment  on  the  arrival  of  the  goods,  and  whether  to  re- 
quire full  payment  in  thirty  days,  or  in  sixty  days,  or 
at  the  end  of  some  other  limit  of  time ;  letting  his  judg- 
ment rest  in  part  on  the  kind  of  goods  he  is  selling,  the 
size  of  the  order,  or  the  financial  position  of  his  own 
firm. 

153.  Outside  sources  of  information.  The  credit 
man  can  usually  find  the  net  worth  of  his  customer 
stated  in  the  reports  of  the  commercial  agencies,  Dun's 
or  Bradstreet's.  From  banks  or  from  reputable  busi- 
ness men  in  the  customer's  locality,  he  can  find  out  the 
customer's  reputation  for  character  and  capacity;  he  can 
also  write  to  other  wholesalers  from  whom  the  customer 
has  bought  or  by  whom  he  has  been  interviewed.  He  can 
often  get  valuable  data  from  his  own  traveling  salesmen. 
But  sometimes  the  customer  is  not  rated  in  the  reports, 
or  his  report  may  not  be  recent  enough  to  serve  as  an  in- 
telligent basis  for  credit  extension. 

154.  Information  from  the  customer  direct.  For 
this  reason  most  good  credit  men  send  to  customers  ap- 


140  SPECIFIC    TYPES    OF    LETTERS 

plying  for  credit  a  form  called  a  property  statement, 
with  blank  spaces  to  be  filled,  indicating  all  the  details 
of  the  applicant's  financial  situation.  Such  a  statement 
needs  to  be  made  afresh  once  or  twice  a  year. 

Besides  this  financial  information,  a  personal  inter- 
view with  the  applicant  or  a  detailed  letter,  from  which 
"character  and  capacity"  can  be  estimated,  are  neces- 
sary if  credit  is  to  be  granted  with  real  intelligence. 

155.  Effect  on  the  customer.  The  customer,  when 
approached  directly  for  information  leading  to  the  es- 
tablishment of  his  own  credit  terms,  is  more  likely  to 
feel  that  the  decision  of  the  house  to  which  he  has  ap- 
plied is  founded  on  reasons  that  he  can  understand,  not 
dictated  by  an  arbitrary  policy.  Nobody  enjoys  obeying 
arbitrary  rules ;  on  the  other  hand,  most  men  are  willing 
to  abide  by  rules  if  they  have  had  a  hand  in  their  mak- 
ing. 

156.  Opportunity  for  credit  education.  With  the 
opening  of  credit  relations,  there  begins  the  opportunity 
of  the  credit  man  to  educate  his  customers  into  an  in- 
telligent understanding  of  credit  problems  and  into  a 
serious-minded  attitude  toward  their  own  credit  stand- 
ing. Educational  campaigns  are  common  in  the  sales 
field,  and  an  increasing  number  of  credit  men  are  realiz- 
ing that  the  constant  flow  of  letters  from  their  depart- 
ments can  be  made  to  carry  to  their  customers  a  volume 
of  sound  education  in  credits,  before  the  customers  be- 
come delinquent.  The  ounce  of  prevention  that  is  worth 
a  pound  of  cure  is  the  freight  carried  by  these  lettsrs. 
Whatever  is  said  before  the  customer  becomes  delinquent 


CREDIT    LETTERS  Ml" 

will  not  seem  to  have  an  unpleasant  personal  applica- 
tion, but  to  come  simply  as  sound  advice  from  an  experi- 
enced friend.  The  tone  of  such  remarks,  moreover, 
should  be  that  of  one  who  takes  a  friend  into  his  confi- 
dence and  shows  him,  as  a  matter  of  general  and  im- 
personal interest,  the  workings  of  the  world  of  finance  in 
which  he  lives.  The  more  a  credit  man  develops  the 
•  habit  of  distributing  such  advice,  and  the  more  he  be- 
comes known  as  one  who  preaches  credit  in  season  and 
out  of  season,  the  less  likely  is  it  that  his  sermons  will 
give  offense. 

157.  Material  for  credit  education.  The  fund  of 
information  on  which  the  credit  man  draws  for  this  pur- 
pose is  as  large  as  the  subject  of  credit;  but  the  plain 
essentials  are  what  he  uses  most.  For  example,  he  ed- 
ucates his  customers  to  understand  how  seriously  the 
granting  of  credit  should  be  regarded,  how  complex  the 
whole  system  of  credit  is,  and  how  necessary  is  regular 
payment.  He  shows  him  the  fatal  error  of  overstocking, 
how  a  merchant  in  over-confidence  buys  more  goods  than 
he  can  sell;  and  so,  though  he  is  making  a  good  profit 
on  what  he  does  sell,  he  cannot  get  enough  cash  to  pay 
his  bills  and  is  forced  into  bankruptcy.  He  counsels 
him  wisdy  and  like  a  friend,  so  that  the  customer  comes 
to  him  with  his  financial  troubles,  whether  they  relate 
to  his  purchases  from  the  wholesaler  or  to  his  collections 
from  his  own  customers.  He  urges  him  to  discount  his 
bills. 

158.  Discount.  Discount  on  bills  is  the  percentage 
of  the  total  amount  granted  by  the  creditor  for  prompt 


142  SPECIFIC    TYPES    OF    LETTERS 

payment.  A  firm  may  be  able  to  offer  2  per  cent  off  for 
payment  in  ten  days,  requiring  the  full  amount  at  the 
end  of  thirty  days.  A  merchant  who  "turns"  a  stock 
once  every  two  months  and  discounts  his  bills  each  time, 
has  earned  12  per  cent  on  his  money  in  the  year  above 
his  regular  profit.  No  merchant  can  afford  to  lose  this 
chance  to  discount. 

159.  Advice  about  buying.  Besides  using  the 
friendly  process  of  education  just  referred  to,  the  credit 
man  can  help  his  customers  with  advice  about  when, 
how,  and  what  to  buy.  His  knowledge  of  trade  condi- 
tions, of  prices  and  goods,  of  local  or  widespread  fluctua- 
tion in  demand,  of  seasonal  conditions,  and  of  other  fac- 
tors that  influence  buying,  is  naturally  greater  than 
that  of  any  retailer;  and  if  he  makes  it  a  custom  to  let 
his  patrons  share  knowledge  that  will  be  of  value  to 
them,  he  establishes  more  enduring  and  cordial  rela- 
tions. The  sales  departments  of  well-managed  houses 
furnish  extensive  helps  to  customers;  many  credit  de- 
partments are  approaching  their  own  problems  in  the 
same  spirit. 

160.  Emphasis  on  identity  of  interests.  Whether 
he  is  giving  information  about  credits  or  about  buying, 
the  credit  man  lays  emphasis  always  on  one  point :  that 
the  interests  of  his  customers  and  of  his  own  firm  are 
identical;  that  they  stand  or  fall  together,  and  that 
every  action  he  takes  is  just  as  beneficial  to  the  cus- 
tomer as  it  is  to  him.  The  prosperity  of  his  house  de- 
pends on  the  ability  of  its  customers  to  dispose  of  large 
amounts  of  goods,  and  to  make  a  good  profit  on  them  so 


CREDIT    LETTERS  143 

that  they  can  afford  to  buy  more ;  accordingly,  it  is  to 
his  interest  to  give  as  good  terms  as  he  can.  If  on  the 
other  hand  he  refuses  a  merchant  credit  or  cuts  down 
the  size  of  his  order,  it  is  to  save  the  merchant  from 
financial  embarrassment — embarrassment  which  will  in- 
jure the  wholesaler,  it  is  true,  but  which  may  absolutely 
ruin  the  merchant. 

i6i.  Effect  upon  collections.  The  force  of  this  de- 
termined, intelligent  friendliness  in  preventing  bad 
debts  and  in  aiding  collections  is  enormous.  Ideally,  if 
a  credit  man  were  all-wise  he  would  have  no  bad  debts, 
because  he  would  never  let  a  good  customer  assume  too 
heavy  obligations,  and  he  would  avoid  dealing  with  the 
man  who  is  poor  pay.  But  practically,  being  human,  he 
cannot  know  just  what  credit  to  allow  at  all  times ;  and 
so  in  this,  as  in  other  human  situations,  after  wisdom 
and  foresight  have  made  the  best  plans  possible,  friend- 
ship must  be  called  in  to  help  out  when  the  plans  break 
down.  Even  the  most  wise  and  careful  credit  man  will 
find  that  he  has  trusted  some  customers  too  much,  so 
that  they  are  delinquent ;  or  too  little,  so  that  they  are 
unfriendly.  A  hearty,  disinterested,  man-to-man  under- 
standing is  the  best  prevention  and  solution  for  credit 
difiiculties. 

162.  Summary  of  credit  education.  The  chief 
points  which  a  credit  man  can  make  when  educating 
and  advising  his  customers  may  be  summarized  as  fol- 
lows : 

(a)  Extending  credit  is  an  important  and  serious 
matter, 


I 


144  SPECIFIC    TYPES    OF    LETTERS 

(b)  Our  interests  in  maintaining  sound  credits  are 
identical. 

(c)  "When  in  trouble,  talk  your  condition  over  with 
the  credit  manager,  and  trust  to  his  knowledge  and  good 
will. 

(d)  The  house  can  give  you  help — 

(1)  In  showing  what  is  a  right  proportion 

between  assets  and  liabilities. 

(2)  In  showing  what  amount  of  buying  will 

fit  this  proportion. 

(3)  In  advising  you  about  market  condi- 

tions that  should  affect  buying. 

(4)  In  helping  you  out  of  difficult  situa- 

tions. 

163.  Credit  education  in  the  retail  trade.  Al- 
though the  subject  of  credit  cannot  be  discussed  with 
retail  customers  so  frankly  as  with  business  houses,  still 
occasionally  the  retail  field  affords  a  chance  for  credit 
education.  It  can  sometimes  be  effected  by  a  courteous 
word  or  two  at  the  beginning  of  relations,  mentioning 
the  need  of  close  collections  in  a  retail  business  where 
accounts  are  small  and  competition  is  severe,  so  that  in 
order  co  keep  prices  low  and  give  good  service,  every 
possible  item  of  expense  must  be  kept  down.  If  such 
a  discussion  is  to  avoid  giving  offense  it  must  be  most 
tactful  and  impersonal,  and  must  be  conducted  with 
reference  to  universal  business  conditions.  Rightly 
handled  by  a  wise  store  manager,  a  talk  like  this  can  be 
made  the  means  of  giving  a  cordial  welcome  to  the  cus- 
tomer, of  taking  him  into  the  manager's  confidence,  and 


CREDIT    LETTERS  145 

impressing  him  with  the  service  the  store  can  give.  (See 
116  and  151.)  Or  the  monthly  statements  can  bear  a 
printed  paragraph,  likewise  of  general  nature,  throwing 
emphasis  on  service  and  the  desirability  of  having  cus- 
tomers co-operate  to  that  end.  By  the  united  effort  of 
retailers  in  a  community  much  can  be  effected  toward 
raising  credit  standards. 

A  mail-order  firm  sending  its  goods  on  approval  can 
emphasize,  by  means  of  its  correspondence  or  its  catalog, 
the  safety  of  trusting  the  kind  of  people  it  deals  with. 
In  this  fashion  the  firm  creates  trustworthiness  by  plac- 
ing trust,  and  calls  forth  the  characteristics  it  desires  to 
find.  Such  an  appeal  by  suggestion  to  the  honor  of  the 
public  can  be  presented  constantly,  but  it  should  employ 
great  variety  of  form  and  should  never  be  made  very 
strong  or  open.  A  house  organ  or  trade  paper  can  con- 
tain articles  similarly  designed  to  suggest  to  its  readers 
that  they  should  keep  their  credit  conscience  sensitive. 

164.  The  tone  of  credit  letters.  Besides  the  mat- 
ters already  discussed,  credit  letters  should  observe  the 
following  requirements  as  to  tone : 

(a)  They  must  be  dignified  and  definite  as  well  as 
friendly,  for  the  credit  department  is  the  very  heart  of 
the  business,  and  its  integrity  must  be  guarded  more 
jealously  than  that  of  any  other  department.  Their 
tone,  though  personal,  must  be  always  such  as  befits  a 
man  of  responsibility  and  conservative  character,  for 
superficial  cleverness  and  eccentricity  are  not  desirable 
qualities  in  a  financier. 

(b)  They  must  also  be  elaborately  careful  not  to  of- 


146  SPECIFIC    TYPES     OF    LETTERS 

fend  unless  sharp  treatment  is  imperatively  needed.  A 
customer's  financial  honor  is  the  most  sensitive  part  of 
his  business  anatomy.  He  must  be  treated  as  a  friend 
of  the  house  until  he  has  acted  in  such  a  way  as  to  break 
off  friendly  relations.  The  careless  employment  of  a 
tactless  phrase  may  spoil  the  whole  effect  of  a  letter. 
""We  are  sorry  you  have  taken  offense";  "We  regret 
that  you  are  offended";  "We  do  not  doubt  your  hon- 
esty"; these  and  similarly  bungling  phrases  are  capital 
errors  in  a  credit  letter,  especially  since  it  is  easy  to  say 
instead,  "We  regret  that  you  have  misinterpreted  our 
attitude";  "We  do  not  doubt  your  good  intention"; 
or  to  use  some  other  phrase  that  does  not  suggest  the 
possibility  of  wrongdoing  in  the  man  you  are  writing  to. 

(c)  They  must  adopt  a  policy  of  frankness  in  dis- 
cussing important  credit  matters,  and  of  regulanty  in 
insisting  upon  attention  to  requirements  such  as  filling 
out  property  statements,  giving  personal  information, 
and  adhering  to  the  terms  and  the  amount  of  credit 
established  by  the  house.  Such  a  policy,  if  maintained 
from  the  beginning,  will  not  give  offense.  It  implies, 
"We  are  good  friends;  our  interests  are  absolutely 
identical;  there  is  no  reason  why  we  should  not  talk 
things  over  in  the  open.  We  do  not  want  to  run  your 
business  for  you;  we  want  only  to  put  our  services 
frankly  at  your  disposal,"  The  experience  of  the  best 
business  houses  shows  that  frankness  and  regularity  are 
the  methods  which  give  least  offense,  even  to  over-sensi- 
tive customers. 

165.     Granting    credit.    A    letter    granting    credit 


CREDIT    LETTERS  147 

should  take  advantage  of  the  opportunity  to  begin  the 
education  of  the  customer,  showing  him  that  the  firm 
considers  this  an  important  occasion  as  well  as  a  pleasant 
one. 

An  inferior  letter: 

Your  order  of  April  10,  of  which  we  enclose  a  dupli- 
cate, will  be  handled  under  our  number  8952,  and  will 
go  forward  as  you  request  in  a  few  days. 

Although  you  said  nothing  about  terms,  we  suppose 
that  you  wish  to  open  an  account  and  we  extend  you 
our  usual  terms  of  2-10,  net  30. 

A  Jteiter  letter: 

Thank  you  for  your  order  of  April  10  which  Mr. 
Pierce  has  just  sent  me.  We  shall  undoubtedly  ship 
it  as  you  request  in  a  few  days. 

We  welcome  new  customers  to  dealings  with  our 
firm,  and  assure  them  of  our  desire  to  serve  them  in 
every  way  that  the  merit  of  our  goods  and  our  posi- 
tion and  experience  make  possible.  Mr.  Pierce  speaks 
of  you  and  your  business  in  such  a  way  as  to  leave 
no  doubt  in  our  minds  that  our  relations  will  be  the 
most  pleasant,  and  the  reports  from  the  agencies  also 
indicate  that  you  are  fortunate  in  your  standing.  You 
are  no  doubt  familiar  with  such  blanks  as  the  en- 
closed, and  with  the  policy,  which  we  maintain  for  the 
sake  of  our  customers  not  less  than  ourselves,  of  going 
dil-ect  to  the  customer  for  more  detailed  information 
about  his  business  than  the  agencies  can  give. 

I  look  forward  to  pleasant  personal  relations  in  the 
future. 

In  a  case  where  information  shows  the  merchant  to  be 
of  a  type  likely  to  disregard  the  property  statement,  or 
where  he  has  actually  objected  to  it,  such  a  paragraph 


148  SPECIFIC    TYPES    OF    LETTERS 

as  the  following  could  be  inserted  before  the  last  sen- 
tence of  the  foregoing  letter. 

Our  long  experience  has  taught  us  that  we  are  best 
able  to  help  our  friends  by  putting  at  their  service  our 
knowledge  of  trade  conditions,  of  prices  and  seasons 
and  goods,  and  we  are  in  the  habit  of  discussing 
frankly  any  matter  that  concerns  our  mutual  interest. 
And  let  us  say  that  by  just  so  much  as  the  present  in- 
formation we  ask  is  more  specific  than  that  furnished 
by  the  agencies,  by  that  much  we  hope  to  make  our 
service  to  you  personal  and  intelligent. 

1 66.  Refusing  credit.  *'To  refuse  credit  and  still 
make  a  friend"  has  passed  into  a  proverb  for  difficulty. 
But  the  reliance  of  the  credit  man  who  must  refuse 
credit,  is  on  his  ability  to  show  his  thorough  personal 
interest  in  his  customer's  financial  condition,  and  the 
service  which  his  firm  can  give  through  the  quality  of 
its  goods,  its  prices,  and  the  helps  offered  by  its  sales 
department.  He  can  bring  either  or  both  of  these 
strongly  into  his  letters,  burying  in  an  unemphatic  po- 
sition the  unpleasant  part  of  his  communication.  Of 
course,  if  the  applicant  for  credit  is  discovered  to  have 
a  bad  financial  reputation,  so  that  the  house  does  not 
wish  to  have  anything  to  do  with  him,  the  credit  man- 
ager need  only  write  a  courteous  refusal.  But  the  appli- 
cant is  much  more  likely  to  be  one  whose  affairs  may  im- 
prove, so  that  if  his  orders  can  be  secured  and  he  can  be 
watched  for  a  while  he  may  eventually  be  allowed  a  line 
of  credit;  or  he  may  be  considered  good  for  a  small 
amount  of  credit,  which  is  offered  him  with  the  sugges- 
tion that  later  it  may  be  enlarged. 


CREDIT    LETTERS  149 

167.  Salesmanship  in  extending  credit.  In  any 
case  the  task  of  the  writer  of  credit  letters  is  much  like 
that  of  the  writer  of  sales  letters.  He  has  certain  values 
to  offer,  ranging  all  the  way  from  the  services  of  his  com- 
pany and  their  goods  at  C.  0.  D.  terms,  to  this  service 
and  these  goods  plus  an  extension  of  credit  for  thou- 
sands of  dollars  at  terms  of  thirty  days  or  more.  These 
values  he  must  set  in  the  best  light  possible.  If  he  con- 
fines his  efforts  to  the  forming  of  judgments  and  ex- 
pressing them  in  a  flat  "Yes"  or  "No,"  he  will  lose 
numberless  opportunities  of  securing  business,  and  of 
allying  with  his  house  merchants  who  are  now  struggling 
but  who  in  the  future  may  be  strong.  He  has  the  oppor- 
tunity even  of  offering  credit  as  an  inducement  to  a 
merchant  to  buy  more  largely.  Thus,  while  his  industry 
and  resource  in  investigating  an  applicant,  and  his  keen 
and  comprehensive  judgment  of  human  nature  and  busi- 
ness conditions,  are  qualities  essential  to  his  position, 
the  ability  to  write  the  skilful,  cordial,  tactful  letters 
which  gain  his  ends  and  make  friends  while  doing  it,  is  a 
valuable  asset  in  addition. 

In  a  very  real  sense,  then,  every  letter  from  the  credit 
department  can  be  a  sales  letter,  although  its  salesman- 
ship must  be  much  more  conservative  in  tone  than  that 
of  a  letter  from  the  sales  department.  The  real  difficulty 
with  many  credit  men  is  that  instead  of  selling  credit, 
treating  it  as  a  valuable  and  important  commodity, 
they  give  it  away  too  eagerly,  weakening  the  whole 
credit  situation  and  making  credit,  as  one  credit  man- 
ager has  very  aptly  said,  "the  cheapest  thing  in  the 
market." 


150  SPECIFIC    TYPES    OF    LETTERS 

1 68.     Credit  letters,  classified. 

Refusing  credit  to  a  merchatit  who  has  character  and  capacity: 
(Note  the  frank,  friendly  attitude,  and  the  educational 
material. ) 

The  information  which  you  mailed  me  on  April  27 
has  come  to  my  desk ;  thank  you  for  the  promptness 
and  fullness  of  your  answer. 

Evidently  your  resources  bear  a  dangerous  propor- 
tion to  your  liabilities,  since  you  are,  as  you  frankly 
state,  somewhat  undercapitalized.  We  appreciate  that 
you  are  just  beginning  business,  and  that  your  favor- 
able location  and  the  other  circumstances  in  your  fa- 
vor make  it  probably  only  a  question  of  a  short  time 
before  you  will  be  well  established.  But  in  the  mean- 
time we  should  be  doing  you  an  injustice  if  we  did 
not  point  out  frankly  the  dangers  of  such  a  position. 
If  your  sales  materialize  as  you  have  reason  to  expect 
they  will,  you  will  be  safe ;  but  if  a  bad  season  should 
intervene,  you  would  be  seriously  involved.  Since  you 
have  not  the  experience  of  previous  sales  to  guide  you 
in  your  estimate  of  your  needs  for  the  present  season, 
your  only  guide  must  be  the  amount  you  can  stand  to 
lose,  making  proper  allowances.  Evidently  in  the 
present  case  this  is  decidedly  small. 

If  you  can  secure  an  addition  to  your  present  capi- 
tal, say  of  $1,500,  we  shall  be  glad  to  let  the  order 
stand,  though  we  should  advise  cutting  down  the  item 
of  overcoats  to  one-half  its  size  for  present  shipment, 
reserving  the  remainder,  if  you  wish,  for  a  later  date 
in  case  your  locality  uses  less  of  these  goods  than 
your  order  estimates. 

In  the  meantime  it  is  a  pleasure  to  indorse  your 
position  of  co-operating  fully  with  the  house  with 
which  you  deal,  and  to  assure  you  that  we  shall  be  glad 
to  give  you  all  the  help,  in  advice  as  well  as  in  termsi, 
which  we  consistently  can. 


CREDIT    LETTERS  151 

Refusing  credit  to  a  merchant  of  decidedly  insecure  standing: 
(Note  the  tact  with  which  the  action  is  laid  at  the  door 
of  the  commercial  agencies.) 

We  thank  you  for  your  courteous  letter  enclosing  an 
order  to  be  shipped  on  open  account.  Our  soliciting 
orders  through  catalogs  causes  us  to  experience  con- 
siderable difficulty  in  obtaining  needed  information, 
so  that  consequently  in  very  many  cases  we  are 
obliged  to  depend  largely  upon  commercial  agencies 
for  a  credit  basis,  even  though  we  are  unable  to  guar- 
antee their  correctness. 

In  the  present  instance  we  are  very  sorry  to  find  the 
mercantile  report  somewhat  unfavorable,  so  that  until 
we  can  become  better  posted  we  cannot,  according  to 
our  conservative  methods,  offer  you  a  line  of  credit. 
We  therefore  hope  you  may  feel  disposed  to  accept 
our  cash  terms  for  your  immediate  wants,  and  we 
believe  a  careful  consideration  of  our  circular  offers 
will  enable  you  to  see  your  way  clear  to  do  this. 

We  think  we  can  succeed  in  becoming  better  ac- 
quainted in  this  way,  and  we  trust  such  an  arrange- 
ment may  prove  temporarily  satisfactory.  We  hope 
you  will  excuse  the  unavoidable  delay  in  replying  to 
your  letter. 

Refusing  credit:  (Three  letters  to  the  same  firm.  Note  the 
salesmanship,  especially  that  shown  in  the  third  paragraph 
of  the  third  letter.) 

It  gives  us  pleasure  to  receive  your  letter  of  June  18 
informing  us  that  you  are  in  the  tailoring  business  and 
desire  to  put  in  a  stock  of  furnishing  goods.  We  are 
satisfied  that  our  class  of  merchandise  is  what  will  be 
desired  by  your  trade,  but  we  take  it  from  your  letter 
that  you  are  without  capital  and  would  expect  us  to 
put  in  your  stock  for  you. 

We  regret  that  we  are  not  in  a  position  to  do  so,  as 


152  SPECIFIC    TYPES    OF    LETTERS 

we  are  strictly  a  one-price  house,  only  making  ship- 
ments to  merchants  who  have  sufficient  capital  in- 
vested in  their  business  to  finance  it  properly.  We 
would  suggest  your  arranging  to  have  somebody  in 
partnership  with  you  who  would  be  able  to  contribute 
sufficient  cash  to  swing  the  furnishing  goods  depart- 
ment. 

We  trust  you  will  see  your  way  clear  to  make  some 
arrangements  to  put  in  a  stock  of  furnishing  goods. 

We  have  before  us  your  letter  of  June  21  which  is  In 
reply  to  ours  of  the  20th. 

Before  answering  your  inquiry  regarding  whether 
or  not  we  are  in  position  to  extend  you  credit  this  sea- 
son, we  should  be  fully  advised  regarding  your  affairs. 
We  are  satisfied  regarding  your  character,  good  in- 
tentions, etc.,  but  we  desire  information  pertaining  to 
your  financial  condition. 

This  information  upon  the  blank  we  enclose  will  be 
appreciated. 

We  thank  you  very  much  for  the  frank  statement  of 
your  affairs  and  regret  if  it  has  taken  any  of  your 
time  in  getting  it  up. 

We  also  regret  sincerely  that  after  looking  it  over 
and  giving  the  matter  our  very  serious  consideration 
we  cannot  see  our  way  clear  to  extend  any  credit ;  in 
fact,  we  would  advise  you  very  strongly  against  put- 
ting in  a  line  of  furnishing  goods  until  you  had  more 
cash  capital  with  which  to  do  it.  We  think  it  would 
be  hazardous,  and  you  are  doing  so  well  you  ought  not 
to  do  anything  to  hurt  your  present  business. 

Furnishing  goods  would  without  question  add  to 
your  sales  and  profits,  but  you  cannot  get  the  right 
lines  unless  you  have  sufl3cient  capital  to  pay  for  them 
when  due.  You  may  get  plenty  of  houses  whose  lines 
you  would  not  carry,  to  extend  you  credit,  but  we 
think  it  would  be  much  better  for  you  to  go  ahead  an- 


CREDIT    LETTERS  153 

other  year,  when  you  would  no  doubt  be  able  to  ac- 
cumulate sufficient  capital  to  justify  you  in  starting  in 
on  a  small  scale,  which  you  could  very  easily  do. 

We  regret  our  Inability  to  meet  your  wishes;  we 
should  be  very  glad  to  do  so  if  we  could  consistently. 

Credit  refused  on  account  of  a  chattel  mortgage:    (Instead  of  a 
simple  refusal,  alternative  suggestions  are  skilfully  made.) 

We  have  received  and  thank  you  for  the  order  re- 
cently given  to  Mr.  Daly,  which  will  have  prompt  at- 
tention immediately  upon  receipt  of  your  reply  to  this 
letter. 

All  authorities,  Including  Mr.  Daly,  speak  of  you 
very  highly  in  every  way,  and  we  have  entire  confi- 
dence in  your  personal  qualifications  and  do  not  ques- 
tion it  is  your  firm  intention  honorably  to  discharge 
your  obligations.  But  there  is  a  mortgage  on  your 
stock  of  goods  which  operates  as  a  first  lien  in  favor 
of  the  mortgagee  and  serves  as  a  menace  to  other 
creditors.  Our  observation,  covering  an  experience  of 
over  half  a  century,  has  been  unfavorable  to  the  ex- 
tension of  regular  credit  terms  under  such  circum- 
stances, and  we  want  to  ask  if  it  will  not  be  agreeable 
to  you  to  accept  our  goods,  until  this  mortgage  has 
been  discharged,  with  the  understanding  that  each  bill 
shall  be  paid  promptly  within  ten  days  of  the  date  of 
the  invoice  less  the  2  per  cent  cash  discount  Upon 
being  advised  that  these  terms  are  satisfactory  we  will 
promptly  forward  the  goods. 

If  for  any  reason  you  find  it  impracticable  to  accept 
our  shipments  on  this  basis,  we  could  arrange  to  give 
you  sixty-day  terms  and  liberal  extensions  when 
needed,  if  you  will  have  our  account  guaranteed  by 
some  relative  or  friend  whose  financial  responsibility 
Is  strong  and  above  question.  Should  you  decide  to 
act  upon  this  latter  suggestion,  the  enclosed  blank  will 
be  found  well  adapted  to  the  purpose.    You  will  notice 


154  SPECIFIC    TYPES    OF    LETTERS 

that  the  guarantor  may  limit  his  liability  to  what- 
ever figures  are  inserted  in  the  blank.  Your  signa- 
ture as  a  witness  to  the  guaranty  would  be  proper. 

If  the  guaranty  is  sent  in,  please  give  us  all  possible 
information  as  to  the  address,  occupation,  financial 
responsibility,  banking  references,  etc.,  of  the  guar- 
antor. 

We  trust  this  slight  delay  will  cause  you  no  incon- 
venience, and  we  await  your  response. 

Credit  refused  to  an  old  customer:  (Customer's  own  property 
statement  shows  a  deteriorating  financial  condition.  Note 
the  frankness  and  friendliness  shown.) 

Thank  you  for  your  financial  statement  of  Jan- 
uary 20.  Under  the  laws  of  your  State,  so  much  of 
the  value  of  the  homestead  listed  would  be  exempt, 
that  it  can  hardly  be  regarded  as  a  basis  for  credit  to 
your  firm.    Leaving  it  out  of  consideration,  your  assets 

appear  to  amount  to  $ against  which  there  are 

liabilities  aggregating  $ the  net  surplus  being 

I 

Your  report  of    ...    .    showed  an  indebtedness  of 

$ against    a    business    investment    of    $ , 

leaving  a  net  worth  of  $ The  residence  was 

not  included  in  this  calculation.   The  report  of   ...    . 

showed  business  assets  $ ,  liabilities  $..>...,  net 

worth  $. . . .  The  report  of  ...  .  showed  business 
assets  $ ,  liabilities  $ net  worth  $ 

A  comparison  of  the  figures  just  received  with  those 
submitted  in  the  earlier  reports  indicates  a  decided 
retrogression  in  your  financial  affairs.  Not  only  does 
your  surplus  seem  to  be  smaller,  but  your  liabilities 
are  very  much  heavier  in  proportion  to  j'our  resources. 
In  fact,  it  seems  to  us  that  your  present  indebtedness 
is  dangerously  large  as  compared  with  your  business 
assets,  so  that  we  are  forced  to  the  conclusion  that  you 
are  rapidly  drifting  in  the  wrong  direction,  and  that 


CREDIT    LETTERS  155 

unless  some  radical  changes  are  wrought  in  your  finan- 
cial and  business  policies,  you  cannot  in  the  end  avoid 
serious  embarrassment. 

Being  fearful  of  giving  offense,  we  have  hesitated 
thus  frankly  to  express  our  apprehensions  to  you,  but 
you  have  been  patronizing  us  for  some  time  and  we 
earnestly  desire  your  success,  so  that  at  the  risk  of 
being  criticized  for  offering  gratuitous  advice,  we  are 
giving  you  the  benefit  of  our  observation  and  expe- 
rience in  such  matters.  We  trust  you  will  take  these 
suggestions  in  good  part  and  weigh  them  carefully. 

Until  there  has  been  a  marked  reduction  in  the 
amount  of  your  indebtedness,  we  cannot,  we  regret  to 
say,  continue  to  solicit  your  orders  on  the  regulation 
credit  terms.  We  shall  hope,  however,  to  hear  soon 
that  you  have  succeeded  in  bringing  about  such  im- 
provements in  your  financial  matters  as  to  relieve  you 
from  all  danger  of  embarrassment. 

We  shall  be  glad  to  give  you  service  in  any  way 
which  lies  open  to  us. 

Order  held  up  pending  credit  investigation:  (The  smallness  of 
the  order  made  necessary  only  a  general  inquiry.) 

You  have  been  kind  enough  to  favor  us  with  an 
order  which  we  shall  endeavor  to  handle  in  such  a 
manner  as  to  merit  your  approval  and  be  the  means  of 
further  extending  our  business  relations. 

We  believe  we  have  as  yet  no  definite  understanding 
concerning  the  opening  of  an  account,  but  we  assure 
you  that  in  every  businesslike  way  haste  will  be  urged 
toward  this  end  so  that  your  order  may  be  cared  for 
as  soon  as  possible. 

Order  held  up  pending  credit  investigation:  (The  customer 
has  been  dealing  on  terms  of  cash  with  the  order,  but  now 
has  sent  In  an  order  without  a  remittance,  evidently  de- 
siring credit.) 


156  SPECIFIC    TYPES    OF    LETTERS 

Thank  you  very  much  for  your  order  of  March  8, 
which  we  have  just  received.  On  referring  to  your 
account  we  notice  that  while  your  past  transactions 
have  been  very  satisfactory  to  us,  yet  it  has  been  your 
custom  to  accompany  each  order  with  a  remittance. 
Indeed,  there  is  now  standing  to  your  credit  a  balance 
of  $425.  We  are  not,  however,  fully  advised  as  to 
your  credit  standing. 

The  rules  of  all  responsible  wholesale  houses  re- 
quire that  some  information  be  given  before  they  can 
offer  time;  this  can  generally  be  obtained  most  speed- 
ily from  references.  If  you  will  be  kind  enough  to 
name  for  us  your  bank  or  wholesale  houses,  we  will 
make  the  necessary  inquiries  as  quickly  as  possible. 

We  believe  the  results  will  be  satisfactory,  and  re- 
gret only  the  unavoidable  delay  to  your  order.  We 
await  your  instructions. 

Order  from  C.  O.  D.  customer:  «, Order  held  up  until  terms  are 
complied  with.  Note  the  courtesy  and  the  careful  expla- 
nation, even  in  dealing  with  a  customer  of  low  financial 
standing. ) 

We  appreciate  the  order  you  were  kind  enough  to 
send  us,  which  we  hope  to  be  able  to  till  and  ship  in 
accordance  with  your  wishes. 

However,  as  you  have  overlooked  or  misunderstood 
one  requirement  of  our  printed  terms,  we  feel  obliged 
respectfully  to  call  your  attention  to  it. 

In  doing  a  very  large  C.  O.  D.  business,  very  fre- 
quently with  customers  of  whose  financial  affairs  we 
have  not  been  advised,  we  have  found  it  necessary  to 
ask  an  advance  payment  with  each  C.  O.  D.  shipment 
of  enough  merely  to  cover  the  freight  or  express 
charges  and  insure  delivery.  This  sum  together  with 
the  regular  discount  we  deduct  from  the  amount  of 
the  Invoice,  and  the  balance  only  is  collected  through 
your  nearest  bank  upon  arrival  at  your  station. 


CREDIT    LETTERS  iS? 

We  believe  if  you  will  consider  the  position  in  which 
we  are  placed,  you  will  comply  with  our  request,  and 
we  assure  you  that  your  order  will  receive  every  pos- 
sible care  and  attention. 

Credit  offered  as  inducement  to  larger  purchases:  (Note  that 
this  letter  is  to  a  customer  who  has  not  applied  for  credit, 
and  whose  standing  is  so  good  that  a  definite  limit  is  not 
as  yet  placed  upon  the  size  of  his  orders.) 

We  acknowledge  with  pleasure  the  receipt  of  your 
recent  cash  order,  for  which  we  are  indeed  most  grate- 
ful. But  we  don't  want  you  to  think  that  we  are  not 
willing  to  offer  you  the  advantages  of  an  open  account 
in  reasonable  amounts. 

You  may,  of  course,  prefer  to  deal  with  us  on  a  cash 
basis ;  nevertheless,  we  have  noted  your  account  for 
our  regular  terms  and  shall  be  pleased  to  have  you 
avail  yourself  of  it.  It  will  be  our  aim  to  interest  you 
more  extensively  in  a  line  of  merchandise  which,  from 
the  standpoint  of  convenience  in  ordering,  ready  sale, 
and  handsome  profits,  should  appeal  to  you  strongly. 

If  there  is  anything  further  we  can  do  to  promote 
our  mutual  interests,  please  take  us  into  your  confi- 
dence and  favor  us  with  a  personal  communication. 
We  promise  our  best  efforts  for  your  future  orders. 

Credit  offered  a«  inducement  to  larger  purchases:  (In  this 
case  the  customer's  standing  is  not  so  good,  and  only  a 
small  amount  of  credit  is  granted.  Emphasis  is  laid  on 
the  offer — not  on  the  amount.) 

We  acknowledge  with  pleasure  the  receipt  of  your 
recent  cash  order  for  which  we  wish  to  express  our 
full  appreciation. 

It  occurs  to  us,  however,  that  in  order  to  facilitate 
our  future  transactions,  you  might  wish  to  avail  your- 
self of  the  advantages  of  an  open  account,  and  we  ac- 
cordingly take  pleasure  in  saying  that  your  future  or- 


!S8  SPECIFIC    TYPES    OF    LETTERS 

ders  within  a  limitation  of  say  ....  dollars,  will 
be  fllled  on  our  regular  terms  of  forty  days. 

It  is  our  earnest  hope  that  your  business  and  our 
acquaintance  will  grow  to  such  an  extent  that  ulti- 
mately it  will  be  our  privilege  to  take  up  the  matter 
again  and  modify  that  line  to  meet  your  increasing 
requirements. 

Of  this  rest  assured :  The  Parsons  Company  will 
omit  no  fair  means  for  the  promotion  of  your  interests 
and  the  cementing  of  our  friendly  relations. 

Please  accept  our  best  wishes  for  your  continued 
success. 

(For  an  illustration  of  the  offer  of  a  larger  line  of 
credit  as  an  inducement,  sent  to  a  distant  retailer  of 
good  standing,  see  57.) 

Insisting  on  regularity  in  not  exceeding  the  amount  of  credit  ah 
lowed:  (In  these  four  letters  to  the  same  firm,  observe 
their  frankness,  definiteness,  and  courtesy ;  observe  that 
while  essentially  the  same  attitude  is  maintained  in  all, 
the  insistence  becomes  more  positive  and  the  tone  more  cold 
as  the  series  advances,  until  in  the  fourth  letter  the  credit 
manager  has  won  all  his  points  and  returns  to  an  attitude 
of  complete  cordiality.  These  are  not  only  good  credit 
letters,  but  also  represent  the  most  successful  type  of  col- 
lection letters.) 

We  are  taking  up  the  shipment  of  fall  goods,  and  as 
we  desire  to  keep  in  touch  with  you  and  your  affairs 
we  would  like  to  have  you  send  us,  If  you  will,  a  memo- 
randum showing  the  total  amount  of  your  purchases 
for  fall. 

While  the  addition  of  recent  capital  will,  of  course, 
be  of  material  assistance,  and  while  we  recognize  that 
you  must  order  more  liberally  in  advance,  in  view  of 
your  distance  from  this  market,  at  the  same  time  we 
hope  that  you  will  not  make  the  mistake  that  Is  so  fre- 


CREDIT    LETTERS  159 

quent  among  merchants  of  ordering  too  largely  in  ad- 
vance. Then,  if  conditions  are  not  as  favorable  as  you 
anticipate  you  will  not  be  overstocked  at  the  end  of 
the  season  with  a  consequent  too  large  indebtedness. 

We  believe  a  liberal  purchase  for  fall  would  be  not 
to  exceed  .")0  per  cent  of  what  you  have  full  reason  to 
feel  will  be  your  sales  for  the  fall  and  winter  season ; 
for  instance,  if  you  expected  to  do  $10,000,  on  which 
you  would  look  for  a  profit  of  $4,000,  the  goods  sold 
during  the  entire  fall  and  winter  season  would  cost 
you  $6,000.  It  would  seem  to  us  that  at  the  most  an 
advance  purchase  of  $3,000  would  be  as  much  as  you 
would  be  justified  in  making. 

We  thank  you  for  this  information  and  wish  you 
every  success  in  the  future. 

We  acknowledge  with  thanks  your  letter  of  August  3. 
One  or  two  inquiries  about  you  have  come  in  from  our 
neighbors,  which  we  have  been  pleased  to  answer ;  we 
feel  there  is  a  most  favorable  disposition  toward  you, 
evidenced  not  only  because  of  your  character  and  the 
feeling  on  the  part  of  all  that  you  are  willing  to  work 
hard  and  be  economical,  but  also  because  of  your  will- 
ingness to  give  information  freely  and  frankly  in  re- 
gard to  your  affairs.  It  is  a  pleasure  to  indorse  your 
position  in  this  respect. 

Now,  in  regard  to  the  shipment  of  fall  goods:  while 
we  should  like  to  start  shipment  when  you  will  need 
the  goods,  at  the  same  time  we  feel  that  our  existing 
past-due  account  should  be,  if  not  entirely  paid,  at 
least  very  materially  reduced  before  we  are  expected 
to  ship.  We  are,  as  you  will  note  by  our  recent  letters, 
quite  concerned  as  to  whether  you  have  not  bought 
more  In  advance  for  fall  than  you  should,  but  as  we 
understand  that  you  have  arranged  for  these  goods  in 
different  shipments  and  can,  if  necessary,  cancel  the 
later  shipments,  we  see  that  you  have  a  chance  of  re- 


160  SPECIFIC    TYPES    OF    LETTERS 

covery  if  you  find  that  the  orders  placed  are  in  excess 
of  what  you  will  need. 

We  hope  that  you  will  be  able  to  give  us  a  payment 
to  apply  on  our  past-due  account,  and  outline  some 
definite  plan  for  weekly  payments  to  apply  on  the  bal- 
ance, so  that  the  entire  amount  or  practically  all  of  it 
may  be  taken  up  before  you  are  in  need  of  fall  goods. 

Let  us  assure  you  of  our  desire  to  co-operate  with 
you  in  every  way  we  consistently  can. 

After  we  had  O  K'd  for  shipment  your  fall  orders 
amounting  to  about  $1,075,  we  received  yesterday  your 
order  for  shirts  from  Mr.  Taylor  for  immediate  ship- 
ment, amounting  to  $650. 

We  regret  that  it  is  quite  beyond  our  ability  to  ex- 
tend a  credit  of  this  amount,  making  practically  $1,700, 
as  you  are  now  owing  us  $1,092.  That  was  the  reason 
we  wrote  you  as  we  did,  asking  you  to  put  us  in  touch 
with  the  exact  amount  of  your  advance  fall  purchases 
and  advising  you  to  cut  them  down,  showing  you  were 
not  justified  in  buying  too  largely  in  advance,  and  that 
you  should  not  anticipate  your  sales  for  more  than 
four  months  at  the  most 

With  your  sales  of  $20,000  a  year  and  your  profits  of 
approximately  $5,000 — they  may  be  a  little  more  than 
that — the  goods  you  would  sell  in  a  year  would  cost 
you  $15,000.  Possibly  your  last  six  months  will  be  the 
best  and  the  goods  you  would  sell  would  cost  you 
$8,000;  but  this  would  be  for  the  entire  season  from 
the  1st  of  September  until  about  the  1st  of  March — six 
months — and  $4,000  would  in  our  judgment  be  very 
liberal  advance  purchases.  You  informed  us  that  you 
had  cut  down  your  advance  purchases  to  this  amount 
and  this  included,  of  course,  the  amount  purchased 
from  us.  We  are  now  in  receipt  of  this  additional 
shirt  order  which,  though  we  presume  you  need  it,  at 
the  same  time  we  are  unable  to  forward,  as  we  feel  the 


CREDIT    LETTERS  161 

amount  of  credit  we  are  already  extending  is  very  lib- 
eral and  really  more  than  we  are  justified  in  giving. 

You  are  still  owing  us  $108  upon  an  invoice  of  June 
10,  due  July  10,  and  now  two  months  past  due. 

We  should  be  pleased  to  hold  the  order  and  to  make 
any  arrangements  for  its  shipment  that  you  suggest. 

It  was  a  pleasure  to  receive  your  letter  of  September 
14,  and  again  we  thank  you  for  the  spirit  shown  in 
writing  us.  It  is  not  that  we  lack  confidence  in  either 
your  ability  or  your  honesty,  but  we  feel  that  we  are 
already  extending  a  credit  fully  as  large  as  we  are 
justified  in  doing,  taking  all  things  into  consideration. 

In  fact,  there  is  no  justification  for  the  amount  of 
credit  we  are  extending  you  now  on  a  business  basis. 
It  is  only  because  we  find  you  concentrating  your  busi- 
ness with  a  few  houses  and  the  right  kind  of  houses, 
and  because  you  show  a  willingness  to  abide  by  their 
judgment  and  give  them  information  in  regard  to  your 
affairs,  that  we  have  been  willing  to  extend  such  an 
amount  of  credit ;  this  amount  we  feel  is  very  liberal. 

We  shall  be  pleased  to  receive  the  remittance  to  take 
up  the  bills  past  due,  which  we  note  you  intend  send- 
ing next  week. 

We  shall  be  very  glad  to  hear  from  you  regarding 
shirts  or  any  other  goods  you  need  at  any  time,  and 
you  may  always  expect  careful  and  serious  considera- 
tion on  our  part.  We  believe,  however,  that  with  the 
amount  you  have  from  us  now  and  with  orders  from 
time  to  time  supplementing  your  stocks,  it  ought  to  be 
possible  for  you  to  get  along  during  the  season. 

Insisting  on  regularity:     (Explaining  a  charge  for  Interest  on 
an  over-due  account.) 

We  take  pleasure  in  explaining  the  matter  you  asked 
about  on  July  12. 

The  interest  charge  was  made  July  t,  when  the  bills 


162  SPECIFIC    TYPES    OF    LETTERS 

of  January  2,  $340,  and  February  6,  $92G,  were  still 
unpaid. 

When  invoices  are  paid  within  a  few  days  of  their 
maturity,  interest  is  not  charged,  but  when  settle- 
ment is  so  long  delayed  as  in  this  instance,  it  is  the  in- 
variable rule  of  our  bookkeepers  to  add  interest.  No- 
tice that  under  such  circumstances  "Interest  will  be 
charged"  is  printed  in  red  ink  on  the  back  of  all  our 
invoices.  It  is  also  printed  in  large  type  on  the  front 
of  our  monthly  statement  blanks.  It  is  seldom  that 
customers  object  to  these  charges. 

That  you  may  not  consider  our  position  unreason- 
able, we  should  like  to  explain  that  we  are  constantly 
borrowing  money  to  place  ourselves  in  a  position  to  ac- 
commodate our  friends  who  need  extensions  and,  of 
course,  are  compelled  to  pay  interest  on  these  loans. 
Many  of  our  customers  borrow  money  so  that  it  may 
be  possible  for  them  to  discount  our  bills,  or  to  pay 
promptly  at  maturity.  They  of  course  pay  interest  to 
the  bank.  Our  prices  are  based  upon  the  assumption 
that  bills  will  be  paid  in  sixty  days. 

If  notwithstanding  the  foregoing  you  still  feel 
that  no  charge  for  interest  should  have  been  made, 
please  let  us  know,  and  your  account  will  be  given 
proper  credit.  The  item  is  too  small  to  have  any  mis- 
understanding about,  and  we  would  rather  waive  our 
own  views  in  such  a  matter  than  to  permit  you  to  feel 
dissatisfied. 

Insisting  on  regularity:     (A  protest  against  taking  a  discount 
after  the  time  allowed  had  expired.) 

Accept  our  thanks  for  your  recent  remittance  which 
reached  us  Jan.  20.  The  amount  of  this  together  with 
the  cash  discount  deducted  has  been  placed  to  your 
credit  as  covering  the  invoices  of  December  15,  al- 
though it  was  very  late  at  this  time  for  the  full  dis- 
count on  that  bill. 


CREDIT    LETTERS  163 

In  anticipation  of  like  deductions  on  future  Invoices, 
we  wish  to  remind  you  that  when  the  full  discount  Is 
desired,  payment  should  be  made  within  ten  days  of 
the  date  of  the  bill.  A  delay  of  a  few  days  or  even 
weeks  in  these  settlements  may  seem  a  matter  too 
small  to  mention,  but  we  assure  you  that  in  the  aggre- 
gate the  irregular  discounts  daily  deducted  from  the 
settlements  we  receive,  or  which  would  be  deducted 
did  we  not  protest,  constitute  a  considerable  sum. 

The  factories  supplying  us  with  goods  require  us  to 
settle  strictly  within  the  ten-day  limit  when  we  take 
the  discount,  and  it  is  our  invariable  practice  to  con- 
form to  their  terms.  It  thus  happens  that  perhaps 
three-fourths  of  the  bills  rendered  against  us  are  paid 
before  we  either  see  or  have  opportunity  to  inspect  the 
goods.  We  trust  you  will  not  consider  us  unduly  strict 
in  asking  you  kindly  to  conform  to  our  terms  in  your 
future  discount  settlements. 

We  trust  we  may  receive  your  orders  with  increas- 
ing frequency  throughout  the  remainder  of  the  year. 

Insisting  on  the  property  statement:  (A  letter  to  a  customer 
who  is  often  delinquent.  Note  that  the  unusually  long 
paragraph  is  used  to  "bury"  the  sharp  statements  made  in 
the  fifth  and  the  last  sentences  of  that  paragraph.) 

We  thank  you  for  the  order  recently  given  to  Mr. 
Oaks,  and  shall  immediately  forward  the  goods. 

Nowadays  it  is  the  practice  of  nearly  all  merchants 
to  submit  at  intervals  of  not  exceeding  a  year,  state- 
ments of  their  financial  condition.  Sometimes  these 
reports  are  made  through  the  mercantile  agencies  and 
sometimes  direct  to  the  wholesalers.  So  far  as  we  can 
find  you  do  not  appear  to  have  given  this  information 
to  any  one  and  therefore  we  lack  the  data  upon  which 
to  form  a  positive  opinion  as  to  your  financial  condi- 
tion. Mercantile  authorities  speak  well  of  you  in  a 
general  way  and  we  believe  you  are  entirely  respon- 


164  SPECIFIC    TYPES    OF    LETTERS 

sible.  If  it  had  been  your  custom  to  pay  your  invoices 
promptly  or  to  discount  them,  favorable  information 
of  that  character  would  be  a  satisfactory  basis  for 
such  credit  as  you  may  require  of  us ;  but  when  you 
so  frequently  permit  our  invoices  to  run  beyond  their 
maturity  before  settlement  we  feel  that  as  a  reason- 
able business  proposition  we  are  fairly  entitled  to  a 
closer  knowledge  of  the  situation.  If  your  financial 
affairs  are  in  a  creditable  condition  (as  we  believe 
them  to  be)  you  should  not  hesitate  to  take  us  into 
your  confidence.  Any  report  which  you  may  submit  to 
us  will,  if  you  so  instruct,  be  held  as  strictly  confiden- 
tial and  you  will  find  that  the  better  acquaintance 
between  us  thus  brought  about  will  be  beneficial  to 
yourselves  as  well  as  to  us.  It  hardly  requires  argu- 
ment to  support  the  proposition  that  when  a  merchant 
frequently  finds  it  inconvenient  to  pay  at  maturity,  a 
frank  disclosure  of  his  financial  condition,  if  his  af- 
fairs are  on  a  substantial  basis,  will  result  to  his  ad- 
vantage. 

If  your  merchandise  has  not  recently  been  inven- 
coried,  your  conservative  estimate  of  its  value  will  an- 
swer. Precise  and  complete  figures  of  the  indebtedness 
are  desired,  but  your  books  will  enable  you  very  quickly 
to  give  the  information  requested  in  our  letters  of 
August  10  and  August  20.  We  again  ask  if  you  will 
not  kindly  let  us  have  at  once  the  brief  report  sug- 
gested by  the  printed  blank  enclosed,  and  assure  you 
your  prompt  and  favorable  consideration  of  this  re- 
quest will  be  much  appreciated. 

Our  monthly  statement  of  your  valued  account 
showing  over-due  items  to  the  amount  of  $684  is  en- 
closed. Kindly  let  us  know  your  pleasure  concerning 
them. 

Please  accept  our  best  wishes  for  your  continued 
prosperity. 

(Reference  to  their  unanswered  past  corresponaence 


CREDIT    LETTERS  165 

could  be  made  in  the  first  paragraph,  if  the  delinquency 
was  more  serious.) 

Insisting  on  the  property  statement:  (In  this  series  of  four 
letters,  observe  the  unwearied,  but  unruffled  pursuit  of  the 
reply  desired ;  a  fine  example  of  the  force  of  dignity  and 
restraint.  The  reference  in  the  fourth  letter  is  to  the  cus- 
tomer's argument  that  the  credit  manager  should  merely 
refer  to  other  firms  from  whom  he  had  bought,  without 
requiring  a  property  statement  from  him.) 

We  are  in  receipt  of  the  handsome  order  you  kindly 
gave  Mr.  Marsh,  and  the  goods  are  being  prepared  for 
August  15  shipment  as  directed. 

Mr.  Marsh  informs  us  you  will  shortly  open  a  new 
store  and  have  $5,000  cash,  and  expect  to  put  in  a 
stock  of  about  $10,000.  We  do  not  quite  understand 
whether  this  $5,000  is  all  your  own  money  or  if  part  of 
it  has  been  borrowed.  We  would  appreciate  your  advis- 
ing us  regarding  this  matter,  so  that  our  account  may 
be  opened  understandingly. 

We  presume  Mr.  Marsh  explained  our  terms  on  an 
opening  bill ;  namely,  that  we  expect  one-half  cash  In 
advance  of  shipment  where  sufficient  information  is  fur- 
nished to  make  credit  for  the  balance  of  the  order.  We 
therefore  trust  you  will  send  a  check  for  approxi- 
mately $450  at  your  convenience,  and  of  course  on  this 
amount  we  will  allow  an  extra  1  per  cent  in  lieu  of 
terms  and  dating. 

We  thank  you  for  your  early  reply,  and  wish  you  the 
greatest  possible  prosperity  in  your  new  venture. 

We  greatly  regret  to  learn  we  do  not  seem  to  have 
received  a  reply  to  our  letter  of  July  27,  asking  you  for 
Information  regarding  your  affairs,  as  well  as  for  a 
remittance  of  $450  to  apply  on  the  order  recently 
placed  with  Mr.  Marsh. 

As  he  undoubtedly  explained  to  you,  our  arrange- 


166  SPECIFIC    TYPES    OF    LETTERS 

ment  on  opening  purchases  is  one-half  cash  in  advance 
of  shipment  and  a  reasonable  dating  on  the  balance, 
where  sufficient  credit  information  is  given  to  justify 
the  extension  of  credit  of  such  an  amount.  As  yet,  we 
do  not  seem  to  have  any  information  regarding  your 
affairs  as  a  basis  for  credit,  and  therefore  we  trust 
you  will  write  us  promptly. 
Thank  you  for  your  prompt  reply. 

We  are  in  receipt  of  your  letter  of  August  27,  asking 
us  to  make  shipment  of  your  fall  goods  as  soon  as  pos- 
sible. We  presume  by  this  time  our  letter  of  August  27 
has  reached  you,  reminding  you  that  our  opening 
terms,  as  also  explained  in  our  letter  of  July  27,  are 
one-half  cash  in  advance  of  shipment  where  certain 
credit  information  is  furnished  to  enable  us  to  extend 
a  credit  of  the  balance  of  the  order.  We  therefore 
trust  you  will  send  a  prompt  check  as  requested. 

We,  on  our  part,  will  promptly  take  up  the  matter 
of  obtaining  information  from  your  references,  but  as 
this  of  course  takes  time,  we  would  much  prefer  to 
have  you  yourselves  advise  us  how  much  you  have  in- 
corporated for ;  what  part  of  this  amount  is  paid  in  in 
cash ;  how  much  stock  you  expect  to  carry,  and  such 
other  information  as  will  enable  us  to  open  the  ac- 
count understandingly.  As  you  yourselves  must  know 
these  various  matters  better  than  any  outside  party,  we 
feel  you  are  the  best  ones  to  send  correct  information 
and  will  thank  you  for  a  prompt  reply. 

We  wish  you  the  greatest  success  in  your  new  ven- 
ture. 

We  are  In  receipt  of  your  letter  of  September  4, 
which  we  regret  to  see  does  not  contain  a  check  nor 
any  information  as  a  basis  for  credit. 

We  have  written  you  three  letters,  namely,  on  July 
27,  August  27,  and  September  5,  explaining  that  on  an 
opening  bill  our  terms  are  one-half  cash  in  advance  of 


CREDIT    LETTERS  167 

shipment  where  sufficient  information  is  given  to  justify 
a  credit  of  the  remainder  of  the  order.  You  have  given 
us  no  credit  information  whatever,  and  unless  you  do 
so  we  shall,  of  course,  expect  a  remittance  in  advance 
to  cover  the  amount  of  tlie  entire  order. 

We  presume  the  firms  to  whom  you  refer  have 
shipped  their  first  orders.  In  that  case  they  would 
have  no  experience  whatever  with  you,  and  as  you 
yourselves  must  know  more  about  your  affairs  than 
outside  parties,  we  prefer  to  obtain  this  information 
direct.  We  trust  you  will,  therefore,  promptly  comply 
with  our  previous  suggestions,  and  send  the  informa- 
tion and  half  cash,  or  send  cash  to  cover  the  entire 
amount  of  the  order. 

Thank  you  for  your  early  reply. 

(This  brought  the  reply  desired.) 


Chapter  XI 
Collection  Letters — Principles  Involved* 

169.  Understand  credits  first.  In  order  to  under- 
stand how  to  write  collection  letters,  a  thorough  study 
should  be  made  of  the  foregoing  chapter  on  credit  letters. 
For  the  two  subjects  shade  into  each  other;  in  spirit  they 
should  be  practically  identical,  the  second  being  only  an 
extension  of  the  principles  of  the  first.  If  credit  has 
been  intelligently  granted,  and  the  house  is  in  close  touch 
with  the  financial  situation  of  each  customer,  small  as 
well  as  large,  the  task  of  collections  will  be  at  least  half 
accomplished. 

This  is  true  for  five  reasons : 

First,  credit  will  have  been  extended  only  to  presum- 
ably reliable  customers,  and  they  will  have  been  warned 
carefully  against  getting  under  too  heavy  liabilities. 

Second,  the  customer  is  less  likely  to  become  delin- 
quent. He  has  been  educated  to  regard  credit  as  a 
serious  topic  and  to  give  the  first  consideration  always  to 
his  financial  honor.  The  care  shown  in  granting  him 
credit  and  in  keeping  closely  in  touch  with  his  condition 
will  be  rewarded,  for  he  will  be  trained  to  think  first  of 
keeping  his  record  clear  with  the  house  and  to  make 
payments  promptly. 

Third,  the  customer  is  likely  to  make  a  voluntary 
explanation  in  case  of  non-payment,  so  that  a  satisfac- 
tory arrangement  can  easily  be  made.  He  will  do  this 
the  more  readily  because  he  has  received  many  favors 

•For  more  detailed  discussion,  see  Gardner's  "New  Collection  Methods." 

168 


COLLECTION    LETTERS— PRINCIPLES  169 

from  the  credit  manager  and  has  learned  to  regard  him 
as  a  friend  to  whom  he  is  to  go  in  times  of  trouble. 

Fourth,  if  he  does  not  take  the  initiative  the  firm  can 
rehearse  to  him  the  material  used  in  its  letters  before  he 
became  delinquent — material  which  now  acts  as  a  series 
of  logical  reasons  for  payment.  There  is  tremendous 
force  in  appealing  to  principles  already  established  in 
his  mind ;  they  are  diplomatic  representatives  at  an  un- 
friendly capital. 

i^iUh,  the  established  friendship  affords  a  strong  basis 
for  appeal,  particularly  when  the  credit  man  appeals  for 
a  reply  that  will  explain  the  delinquent's  position. 

In  a  word,  careful  extension  of  credits,  including  edu- 
cation in  them,  will  either  prevent  delinquency  or  point 
the  way  to  a  speedy  settlement.  If  a  wholesale  business 
handles  its  credits  well,  it  is  usually  true  that  the  ac- 
counts difficult  to  collect  are  small  accounts  which  were 
not  thought  worthy  of  extensive  investigation.  And 
when  a  retailer  finds  his  accounts  difficult  to  collect,  it  is 
usually  because  he  has  not  closely  supervised  the  grant- 
ing of  credit  and  has  been  unable  to  make  use  of  the 
usual  means  of  education. 

170.  Principles  in  collections.  But  collections  can 
be  effectively  handled  even  if,  for  one  reason  or  another, 
credits  have  not  been  ideally  managed.  The  secret  of 
effective  collection  lies  in  two  principles : 

1.  Promptness  and  regulanty. 

2.  Flexibility  in  the  plan  adopted,  so  that  it  can  be 

changed  to  meet  the  logical  demands  of  the 
particular  case. 


170  SPECIFIC    TYPES    OF    LETTERS 

To  these  can  be  added  a  third,  which  is  not  so  much  a 
principle  as  a  practical  necessity  enforced  by  the  de- 
mands of  business;  namely,  system.  All  the  collection 
letters  sent  by  a  firm  must  be  effective,  but  those  cover- 
ing ordinary  situations  must  be  written  rapidly  and  by 
subordinates,  while  those  covering  unusual  situations 
must  be  referred  to  superiors  and  handled  according  to 
broader  principles.  A  system  should  be  prepared  to 
make  this  possible. 

Each  of  these  principles  will  be  taken  up  in  our  dis- 
cussion, but  especially  the  second,  which  relates  to  the 
actual  writing  of  the  letters,  while  the  other  two  relate 
to  their  effective  handling. 

171.  The  object  of  collections.  A  merchant  in  mak- 
ing collections  has  two  objects :  to  get  the  money,  and  to 
keep  the  customer.  The  second  is  usually  not  less  im- 
portant than  the  first,  and  may  easily  be  more  important, 
for  the  profit  on  future  business  done  with  a  man  will 
probably  amount  to  much  more  than  the  amount  due  on 
a  particular  account.  Still,  the  first  is  vital,  for  if  the 
merchant  does  not  collect  the  full  amount  due,  the  cus- 
tomer will  take  advantage  of  his  leniency  and  give 
trouble  in  future  dealings.  So  one  horn  of  the  collec- 
tor's dilemma  is  the  danger  of  pushing  the  customer  so 
hard  that  he  takes  his  business  somewhere  else,  and  the 
other  horn  is  the  possibility  of  treating  him  so  leniently 
that  he  becomes  careless  and  in  the  end  makes  his  ac- 
counts cost  more  to  collect  than  they  are  worth. 

This  is  the  dilemma  that  leads  the  average  merchant 
to  think  collections  are  a  hopeless  task  and  to  stand 


COLLECTION     LETTERS— PRINCIPLES  171 

helpless  in  the  presence  of  his  debtors.  If  they  are  not 
seriously  delinquent  he  is  afraid  to  speak  to  them;  and 
if  they  are  badly  in  debt  he  knows  only  one  way  to 
handle  them — with  a  club.  For  a  long  time  he  sends 
monthly  statements,  perhaps  not  even  issuing  these 
regularly;  then  suddenly  he  writes  a  harsh,  formal 
letter  threatening  serious  action.  This  is  a  good  way  to 
lose  both  the  account  and  the  customer. 

172.  Promptness.  The  effect  of  promptness  on  the 
mind  of  the  customer  is  that  it  does  not  allow  the  debt 
to  fade  from  his  mind  or  to  be  covered  up  by  other  ideas. 
If  a  considerable  time  passes  after  his  purchase  without 
his  being  reminded  of  his  obligation,  he  gives  less  thought 
to  his  delinquency;  and  the  same  is  true  if  there  is  too 
great  an  interval  between  later  steps  in  the  series  of  col- 
lection letters.  The  memories  of  the  bills  he  has  paid 
gradually  dull  the  memory  of  the  one  which  he  has  not 
paid.  Accordingly,  the  first  reminder,  in  the  shape  of  a 
statement  of  purchases,  an  invoice,  or  the  like,  should 
accompany  the  delivery  of  the  goods ;  and  the  subsequent 
steps  should  be  taken  on  the  precise  date  provided  for 
in  the  plan  which  the  creditor  adopts. 

173.  Regularity.  Regularity  in  a  collection  system 
demands  that  some  form  of  collection  effort  should  be 
made  on  each  of  the  dates  provided  for.  Its  effect  on 
the  customer's  mind  is  to  bring  to  the  creditor's  assist- 
ance the  force  of  habit.  Precisely  so  many  days  after 
the  purchase  or  the  receipt  of  goods,  he  has  become 
accustomed  to  drawing  a  check ;  the  action  becomes  auto- 
matic, not  requiring  special  mental  effort.     If,  because 


172  SPECIFIC    TYPES    OF    LETTERS 

he  cannot  make  payment  promptly,  he  must  lay  aside  the 
habitual  action,  at  any  rate  he  will  feel  its  absence  so 
sharply  that  he  will  be  more  likely  to  write  for  a  reason- 
able extension  of  time  than  to  let  the  account  go  without 
attention.     Always  give  the  specific  amount  due. 

Besides  these  values,  promptness  and  regularity  in  the 
creditor  have  two  incidental  effects  on  the  debtor:  they 
give  him  respect  for  a  house  which  pays  business-like 
attention  to  its  collections — a  respect  which  will  surely 
tend  to  hold  him  as  its  customer — and  they  help  to  keep 
him  in  a  healthy  financial  condition,  which  is  a  service 
to  everyone  concerned,  but  most  of  all  to  him.  He  can 
obtain  good  terms  only  by  maintaining  his  reputation  for 
financial  soundness;  and  if  he  goes  into  bankruptcy, 
while  it  means  loss  to  his  creditor,  it  means  ruin  to  the 
bankrupt. 

These  principles  are  so  basic  in  human  nature  and  are 
so  freely  recognized  by  all  men,  that  it  will  hold  true  as 
a  general  statement  to  say,  No  customer  objects  to  being 
reminded  of  his  obligations,  if  the  reminder  is  prompt, 
regular,  and  courteous. 

If  you  were  driving  a  horse  you  would  keep  the  reins 
just  taut,  so  that  the  horse  always  felt  the  bit.  If  you 
let  the  reins  lie  slack  you  might  have  a  runaway ;  if  you 
kept  sawing  on  the  bit,  the  horse's  mouth  would  grow 
hard  and  he  would  refuse  to  respond  except  to  a  hard 
pull.  Keep  the  credit  conscience  of  your  customers 
tender. 

174.  Giving  reasons.  The  reasons  underlying  prompt 
find  regular  collections  can  be  effectively  cited  in  collec- 


COLLECTION    LETTERS-PRINCIPLES  173 

tion  letters.  If  the  creditor  allows  long  extensions,  his 
money  lies  idle,  he  must  pay  interest  on  it,  he  does  busi- 
ness under  high  expense,  and  must  charge  correspond- 
ingly higher  prices.  That  is,  he  needs  the  money  for  the 
conduct  of  his  own  business;  it  is  due  him  for  value 
rendered;  it  is  an  obligation  which  the  customer  has 
willingly  assumed;  its  payment  is  necessary  if  the  cus- 
tomer is  to  obtain  further  credit — which  is  equivalent  to 
saying,  if  he  is  to  continue  in  business.  These  reasons 
provide  the  collector  with  material  for  his  letters  that  is 
logical  and  intelligent,  and  that  need  not  give  offense. 
They  can  be  presented  in  detail,  and  with  a  variety  of 
tone  ranging  all  the  way  from  delicate  suggestion  to 
sharp  insistence. 

175.  Excuses.  To  offer  excuses  for  asking  payment 
when  it  is  due  implies  that  promptness  and  regularity 
are  illogical  and  need  apology,  thus  losing  the  values  that 
lie  in  them.  Moreover,  excuses  produce  a  positively  bad 
effect  on  the  customer;  for  if  the  house  tells  him  it  is 
unusually  hard  pressed,  either  he  will  not  believe  it  or 
he  will  have  less  respect  for  its  standing.  "Talking  poor 
mouth,"  as  the  offering  of  this  excuse  is  sometimes  called, 
destroys  the  frank  and  dignified  relation  between  the 
buyer  and  the  seller  which  lies  at  the  foundation  of  all 
successful  dealings.  It  should  be  understood  from  the 
time  credit  is  first  extended  that  the  terms  offered  are 
to  be  maintained;  that  in  case  of  urgent  necessity  the 
customer  will  ask  for  an  extension  of  time,  and  will  re- 
ceive it  if  possible ;  but  that  otherwise  the  creditor  will 
follow  up  any  delinquency. 


174  SPECIFIC    TYPES    OF    LETTERS 

176.  Explaining  unusual  urgency.  But  if  a  firm  has 
to  change  its  usual  policy;  if  it  must  ask  for  payment 
before  it  is  due,  or  if  in  a  time  of  stringency  it  cannot 
allow  a  reasonable  request  for  an  extension,  or  if  for 
any  reason  it  must  press  its  customers  harder  than  usual, 
then  it  should  tell  them  freely  of  its  real  reasons  for 
writing  as  it  does. 

A  frank  reason  given  for  more  urgent  collection  than  usual: 

We  enclose  a  statement  of  account,  and  although  the 
amount  is  not  large,  we  shall  appreciate  it  greatly  if 
you  will  favor  us  with  a  prompt  remittance. 

We  have  anticipated  a  heavy  demand  during  the 
next  few  months,  and  have  kept  our  factory  running  on 
full  time  that  we  might  be  in  a  position  to  fill  all  orders 
promptly  when  the  busy  season  comes.  We  think  our 
customers  will  appreciate  this,  but  it  has  resulted  in 
tying  up  quite  a  large  amount  of  capital  in  supplies. 

We  believe  you  will  readily  understand  our  position 
and  we  anticipate  your  early  response. 

An  order  from  you  will  be  appreciated  and  will  re- 
ceive our  most  careful  attention. 

We  shall  be  indebted  to  you  for  your  courtesy. 

177.  Avoiding  unnecessary  frankness.  Very  often 
it  is  wise  to  avoid  telling  a  customer  the  exact  reasons 
for  pressing  him,  since  they  may  not  be  creditable  to 
him;  but  this  is  merely  tactful,  and  there  are  always 
plenty  of  safe  reasons  to  give  which  do  not  violate  the 
truth.  Lying,  indeed,  is  not  only  dishonest  and  dan- 
gerous, but  unnecessary.  If  circumstances  demand 
frankness,  however,  the  writer  should  never  hesitate  to 
si>eak  out,  provided  he  emphasizes  his  friendly  intention 
toward  the  delinquent. 


COLLECTION    LETTERS— PRINCIPLES  175 

178.  Insisting  on  payment.  The  giving  of  reasons 
for  payment  should  not  interfere  with  the  statement  or 
implication  in  every  letter  that  the  whole  amount  of  the 
indebtedness  must  be  paid.  Even  in  the  most  courteous 
reminder,  or  in  a  letter  accepting  part  payment,  this 
feature  is  the  primary  essential.  Its  psychology  is  that 
of  a  constant  suggestion,  producing  only  one  idea  in  the 
debtor's  mind  in  regard  to  the  account;  namely,  that  it 
must  be  paid  in  full.  Sooner  or  later  the  suggestion  will 
be  acted  upon. 

179.  Regular  policy.  To  secure  promptness  and  reg- 
ularity a  house  must  have  a  regular  policy  of  granting 
and  maintaining  terms,  both  of  credits  and  of  collections. 
In  collections,  the  house  must  decide  how  many  steps  it 
will  take  before  either  resorting  to  suit  or  giving  up  its 
efforts,  how  far  apart  and  of  what  nature  the  steps 
will  be,  and  under  what  circumstances  it  will  grant 
extensions. 

The  basis  of  such  a  regular  policy  in  a  house  is  a 
knowledge  of  Us  business.  The  collection  manager  of  a 
large  firm  knoAvs  when  he  needs  money  and  how  long  he 
can  afford  to  let  accounts  run.  Every  merchant  should 
do  the  same ;  then  when  money  is  due  him  he  will  not  fly 
in  a  nervous  panic  to  call  a  collector  before  one  is 
needed,  nor  will  he  allow  the  debt  to  drift  so  long  that 
the  customer  gets  out  of  the  habit  of  thinking  that  he 
must  pay.  The  merchant  should  know  at  any  minute 
where  he  stands,  and  should  decide  as  a  matter  of  ex~ 
pense  how  long  he  can  let  accounts  run. 

1 80.    Flexibility.     * '  My  employer, "  said  a  bookkeeper 


176  SPECIFIC    TYPES    OF    LETTERS 

in  a  manufacturing  establishment,  *  *  treats  all  of  his  cus- 
tomers alike.  He  sends  out  two  monthly  statements; 
then  if  payment  isn't  received,  he  dictates  a  good  strong 
letter  threatening  suit.  It  never  makes  anybody  angry, 
because  everybody  is  used  to  it. ' '  Unquestionably  this  is 
a  policy  easy  to  follow,  but  its  user  would  not  be  likely 
to  defend  it  as  a  means  of  making  his  customers  enjoy 
trading  with  him. 

Moreover,  as  a  means  of  getting  the  money,  intelligent 
methods  of  handling  collections  are  bound  to  be  more 
effective  than  a  blind  anger  or  an  equally  blind  neglect. 
And  intelligence  demands  that  the  writer  understand 
the  position  of  the  delinquent,  and  use  with  him  the  logic 
that  fits  the  case.  The  debtor  should  be  reasoned  with 
like  a  man,  not  prodded  at  like  a  machine — a  slot 
machine  with  a  penny  stuck  in  it. 

i8i.  Continuing  friendly  relations.  It  is  logical  to 
maintain  friendly  relations  as  long  as  possible.  The 
writer  should  carry  over  into  his  collection  letters  the 
attitude  shown  in  the  credit  letters,  the  adjustment 
letters,  and  the  sales  letters  issued  from  his  house.  In 
all  of  these  the  house  shows  itself  eager  to  impress  the 
customer  with  its  friendliness  and  its  desire  to  serve  him. 
It  is  absurd  to  write  cordially  in  one  letter  and  coldly  or 
abusively  in  the  next ;  for,  even  though  one  comes  from 
the  sales  department  and  the  other  from  the  collection 
department,  they  are  both  from  the  same  house. 

182.  The  proper  assumptions.  The  first  natural  as- 
sumption to  make,  when  payment  is  not  received  on  the 
due  date,  is  that  the  account  has  slipped  the  attentiou 


COLLECTION    LETTERS— PRINCIPLES  177 

of  the  customer.  Accordingly  he  should  be  sent  cour- 
teous reminders,  which  ask  him  at  the  same  time  to  make 
sure  that  the  account  is  correctly  stated.  Then  if  he 
does  not  respond,  it  is  natural  to  pay  more  serious  atten- 
tion to  the  delinquency,  to  suppose  that  he  is  in  finan- 
cial difiiculties,  to  offer  whatever  adjustment  the  house 
policy  allows,  and  to  point  out  the  reasons  which  the 
house  has  for  desiring  payment.  If  this  meets  with  no 
response,  the  creditor  is  justified  in  asking  for  an  ex- 
planation, and  if  this  does  not  come,  in  breaking  off 
friendly'  relations  and  pointing  out,  first,  the  obligations 
of  the  debtor,  and  then  the  consequences  of  his  continued 
neglect  of  them. 

While  friendly  relations  continue,  the  implication  is         W 
that  the  delinquent  will  pay ;  after  the  friendly  relations 
have   been   broken,   the   implication   is   that   he   must 

pay. 

"Within  the  limits  laid  down  by  these  assumptions, 
there  is  room  for  the  widest  variety  of  letters.  But  no 
collection  system  should  violate  them  by  reversing  their 
order.  After  the  customer's  obligations  have  been 
urged,  or  the  consequence  of  his  neglect  of  them  have 
been  pointed  out,  it  is  too  late  to  offer  friendly  assistance 
or  to  speak  of  the  creditor's  needs.  Such  an  illogical 
''change  of  tone"  is  a  common  fault  and  results  from 
using  harsh  methods  first,  and  then  when  they  have 
failed,  in  resorting  to  more  courteous  ones.  A  friendship 
between  individuals  should  not  be  broken,  in  case  of 
difference,  before  some  means  have  been  tried  of  coming 
to  an  agreement;  neither  should  the  friepdship  between 
buyer  and  seller, 


178  SPECIFIC    TYPES    OF    LETTERS 

183.  Sharp  language.  The  writer  of  collection  letters 
often  produces  a  sharp  effect  when  he  means  to  be  cour- 
teous, because  he  does  not  realize  the  effect  of  the  lan- 
guage he  employs.  He  should  take  care  to  save  sharp 
language  till  he  needs  it ;  not  to  use  it  till  more  courteous 
methods  have  failed.  Often,  too,  in  trying  to  avoid 
monotonously  writing  one  letter  precisely  like  another, 
he  does  not  realize  that  he  is  changing  his  meaning  with 
his  phrases.  Consequently,  the  following  list  of  phrases 
which  are  always  sharp  when  used  in  collection  letters 
should  be  kept  carefully  in  mind.  They  are  given  in  the 
order  of  their  strength. 

(a)  Reference  to  past  unanswered  correspondence. 

(b)  "Immediately"  or  "at  your  earliest  conven- 

ience," when  applied  to  a  letter  or  a  re- 
mittance. 

(c)  Mention  of  a  definite  date,  as  "by  July  6,"  "in 

three  days, "  or  "  by  return  mail. ' ' 

(d)  A  command,  as,  "Let  us  hear  from  you,"  or 

"Send  us."  To  preface  these  phrases  by 
"please"  makes  them  more  courteous;  still 
milder  is  a  question,  as,  "Will  you  not  let  us 
hear  from  you,"  or  a  conditional  statement, 
as,  * '  If  you  will  let  us  hear  from  you,  we  shall 
be  greatly  obliged."  Much  more  sharp  than 
"Please  let  us  hear"  is  "Kindly  let  us  hear." 

(e)  The  words  "must,"  "be  compelled  to,"  "de- 

mand," "require,"  "insist,"  "it  is  impera- 
live." 

(f)  "Delinquent,"  or  "slow  pay." 


COLLECTION    LETTERS— PRINCIPLES  179 

(g)  A  veiled  threat,  like  a  reference  to  "other 
measures,"  or  a  more  specific  mention  of  an 
attorney  or  a  collection  agency. 

Usually  one  sharp  phrase  in  a  letter  is  more  effective 
than  several.  The  effect  of  such  a  phrase  can  be  varied 
by  putting  it  in  various  positions ;  at  the  end  of  a  letter 
it  has  an  emphasis  like  the  crack  of  a  whip ;  but  buried 
in  a  paragraph  and  followed  by  pleasant  language,  it 
stings  without  leaving  a  scar. 

All  of  these  phrases  have  their  proper  use,  but  they 
must  not  be  used  unguardedly;  and  in  letters  intended 
to  be  entirely  courteous,  they  should  not  be  used  at  all. 

184.  Insulting  language.  Some  statements,  being 
merely  insulting,  are  ineffective  because  they  arouse 
justifiable  anger  and  destroy  the  emotion  of  pride  to 
which  every  appeal  should  in  part  be  addressed.    Such 

'are  the  use  of  the  words  "debt"  or  "debtor";  a  state- 
ment that  the  customer 's  credit  is  not  good ;  a  statement 
that  his  failure  to  write  or  to  remit  is  deliberate.  The 
most  delicate  suggestion  that  one  of  these  is  true  con- 
stitutes a  very  sharp  rebuke,  which  might  be  used  to 
arouse  a  sluggish  customer.  For  an  example,  see  the 
second  paragraph  of  the  long  reminder  under  196, 

For  the  same  reasons,  avoid  satire  or  the  appearance 
of  satire.  The  sentence  "Since  you  have  evidently  mis- 
laid our  last  statement  of  account,  we  are  forwarding 
another,"  would  be  better  if  it  read,  "Since  you  may 
have  mislaid    .     .     .     ." 

185.  Use  of  personal  information.     Some  personal 


180  SPECIFIC    TYPES    OF    LETTERS 

information  about  every  customer  should  be  kept 
for  ready  reference — for  example,  on  a  card  file — and 
used  to  give  letters  a  precise,  personal  appeal.  Informa- 
tion about  a  man's  position,  gained  from  his  letter-head, 
from  salesmen  who  know  him,  or  from  conversation  with 
the  man  himself,  can  be  woven  into  the  first  sentence  of  a 
letter  to  attract  his  attention,  or  used  elsewhere  to  show 
that  the  creditor  understands  his  difficulties. 

186.  Financial  classification.  Besides  personal  data, 
general  financial  information  must  be  employed  to  divide 
customers  into  classes,  under  which  they  can  be  intelli- 
gently and  rapidly  handled. 

Roughly  speaking,  customers  are  divided  into  three 
classes : 

(a)  Those  who  are  good  pay;  the  entirely  reliable 
Jnerchants  who  are  more  eager  to  keep  their  credit  intact 
than  anyone  else  can  be,  and  who  in  case  they  are  unable 
to  pay  at  the  moment  will  make  satisfactory  arrange- 
ments. They  are  to  be  treated  with  the  most  careful 
courtesy,  and  given  the  benefit  of  every  doubt. 

(b)  Those  who  are  probably  good  but  who  are  slow; 
who  are  either  careless  about  their  credit,  or  are  encoun- 
tering difficulties.  Such  customers  are  occasionally  de- 
linquent but  do  not  belong  to  the  dishonest  category. 
They  form,  the  large  body  of  small  tradesmen  over  whom 
the  credit  manager  must  keep  watch — ^whom  he  is  trying 
to  educate  into  Class  (a). 

(c)  Those  who  are  bad  and  entirely  uncertain.  No- 
body can  be  sure  that  he  has  not  some  of  this  class  on 
his  list,  or  that  he  has  not  extended  to  some  of  them  more 


COLLECTION    LETTERS— PRINCIPLES  181 

credit  than  he  should.  Even  careful  investigation  of  a 
customer's  reliability  sometimes  fails  to  show  his  weak- 
ness, though  such  an  investigation  is  a  necessity  if  bad 
debts  are  to  be  avoided.  When  the  credit  manager  has 
any  reason  to  suspect  the  customer's  reliability,  he  must 
first  cut  down  on  the  amount  of  credit  allowed  him,  by 
diplomatically  suggesting  a  small  order,  or  part  pay- 
ment in  advance.  If  he  is  fairly  sure  of  his  ground  he 
will  withhold  credit  altogether,  but  unless  the  proof  is 
overwhelming,  he  is  careful  to  treat  the  customer  as  if 
he  were  of  the  Class  (b)  type.  In  case  of  a  delinquency 
with  a  member  of  this  class,  the  collection  manager  is 
especially  careful  about  allowing  extensions  of  time,  and 
in  his  letters  proceeds  rapidly  to  conclusions. 

187.  System.  On  the  basis  of  a  knowledge  of  its 
business  (see  179)  and  a  knowledge  of  its  customers 
(see  185,  186),  a  house  will  determine  what  steps  to  take 
under  ordinary  conditions  with  each  class  of  its  patrons. 
The  early  steps  can  be  standardized,  and  with  the  aid  of 
the  methods  of  producing  form  letters,  the  entire  form^ 
guide  form,  or  paragraph  form  (see  Chapter  XXI),  can 
be  handled  automatically  by  the  bookkeeper.  In  simple 
cases,  even  the  later  steps  in  the  collection  series  can  be 
so  treated.  Complicated  cases,  difficult  letters,  or  those 
coming  at  strategic  points,  like  the  friendly  request  for 
an  explanation,  can  be  referred  to  the  judgment  of  the 
collection  manager. 

188.  Keeping  a  record.  To  avoid  mistakes,  careful 
record  should  be  kept  of  the  statements,  letters,  and 
drafts  sent  to  a  customer,  by  meai^s  of  a  standardize(^ 


182  SPECIFIC    TYPES    OF    LETTERS 

series  of  notations  on  the  ledger  opposite  the  account, 
or  by  some  form  of  card  record.  Otherwise  the  creditor 
may  think  the  debtor  has  been  notified  of  his  delin- 
quency, when  in  fact  no  notice  has  been  sent  him;  or 
steps  may.  be  taken  which  are  inconsistent  with  each 
other. 


Chapter  XII 
Collection  Letters — The  Follow-Up 

189.  The  collection  follow-up.  Like  the  letters  m 
every  other  department  of  business,  the  letters  from  the 
collection  department  must  be,  as  far  as  possible,  thought 
out  in  advance  and  shaped  into  a  series.  This  is  true 
whether  this  series  is  reduced  to  forms,  as  suggested  in 
the  foregoing  section,  or  whether  it  consists  simply  of 
general  outlines  for  successive  letters.  Otherwise  the 
letters  will  lose  the  effectiveness  inherent  in  the  plan  of 
a  follow-up. 

190.  Essential  principles.  The  effectiveness  of  a  fol- 
low-up is  secured  first  by  the  unity  of  impression  in  the 
whole  series.  Each  letter  must  be  consistent  with  the 
whole  policy  of  the  house,  and  must  maintain  the  tone 
of  frankness  and  dignity  which  characterizes  its  atti- 
tude, besides  implying  or  insisting  that  the  amount  must 
be  paid  (see  178).  Thus,  each  deepens  the  impression  of 
its  predecessor.  Second,  each  letter  must  be  a  logical 
advance  on  the  preceding;  it  must  take  advantage  of 
every  letter  already  written  on  the  subject  of  the  delin- 
quency, like  the  successive  moves  on  a  chess  board, 
which  draw  definitely  closer  to  their  goal.  Third,  each 
letter  must  be  different  from  the  others,  varying  in 
length,  in  the  precise  nature  of  the  appeal  made,  in  the 
degree  of  friendliness  or  urgency  employed. 

Although  the  creditor  uses  a  series  of  letters  befora 
resorting  to  final  steps,  he  must  never  imply  that  he 

183 


184  SPECIFIC    TYPES    OF    LETTERS 

does  not  expect  the  money  at  once.    Each  letter  must  be 
apparently  the  last.    The  psychology  of  this  is  obvious. 

4  series  of  three  poorly  constructed  letters:    (Note  that  having 
followed  his  statements  with  a  draft,  the  writer  has  shut 
off  his  chances  to  use  friendly  methods.) 
(October  23) 

Our  draft  for  $21.00  on  you  through  The  State  Bank 
has  been  returned  to  me  unpaid,  as  you  refused  to  give 
it  your   attention. 

We  do  not  understand  why  you  should  refuse  to  pay. 
On  Oct.  1  we  mailed  you  a  statement  advising  that  we 
would  make  draft  on  the  6th. 

As  at  this  time  we  are  anxious  to  have  settlement  of 
every  account,  we  would  ask  that  you  either  remit  us 
now,  or  sign  blank  note  enclosed  and  send  it  in. 

Awaiting  these  returns  from  you,  we  remain, 

(November  1) 

Please  make  settlement  of  account  today.  Either 
send  us  a  remittance  of  $21.00,  or  sign  blank  note  en- 
closed and  send  it  in.  Now  don't  put  this  aside,  but 
give  us  this  settlement  promptly. 

Awaiting  returns  from  you  promptly,   we  remain, 

(November  9) 

Your  continued  refusal  to  settle  account  makes  us 
believe  that  you  refuse  settlement 

As  we  do  not  understand  where  we  are  at  in  this  re- 
gard, and  as  we  have  no  response  from  you  to  our  sev- 
eral letters,  we  will  again  ask  that  you  remit  us  $21.00 
or  sign  blank  note  enclosed  and  send  it  in. 

We  will  thank  you  to  make  these  returns  now. 

If  we  do  not  have  these  returns  from  you  by  Novem- 
ber 15th,  we  shall  be  compelled  to  collect  otherwise. 

Awaiting  the  favor  of  your  prompt  attention,  we 
remain. 


COLLECTION  LETTERS— THE   FOLLOW-UP      185 

igi.  First  steps — the  statements.  Two  steps  in  the 
follow-up  are  practically  invariable.  The  first  is  the 
statement  sent  with  the  invoice.  Sometimes  this  has 
printed  on  it,  "This  is  merely  for  purposes  of  verifica- 
tion ;  it  has  no  other  intention.  Your  account  is  not  yet 
due. ' '  This  step  provides  against  mistakes  or  misunder- 
standings. 

The  second  step  is  the  statement  sent  to  arrive  on  the 
day  the  account  is  due.  This  reminds  the  debtor  of  his 
duty,  without  any  personal  implication.  A  printed  slip 
enclosed  containing  some  good  reasons  for  taking  dis- 
counts (see  158)  has  an  appeal  to  pride  and  self-interest 
that  often  takes  effect. 

192.  Later  steps.  After  this,  the  number  of  steps,  the 
time  between  them,  and  their  nature  depends  chiefly  on 
the  terms  of  the  business  and  the  nature  of  the  customer. 
Some  general  principles,  however,  apply  here.  After  a 
customer  has  been  dunned  for  a  long  time,  he  gets  into 
the  habit  of  not  paying  attention  to  it,  and  though 
variety  in  the  follow-up  (see  190)  will  partly  prevent  his 
becoming  callous  to  the  appeals,  it  cannot  do  so  alto- 
gether. If  the  creditor  is  willing  to  resort  to  severe 
measures,  his  steps  can  be  taken  with  regularity  up  to 
the  time  when  severity  is  to  be  called  in.  If  he  is  un- 
willing to  resort  to  a  collection  agency  or  to  the  courts, 
however,  and  has  found  that  it  pays  to  keep  after  delin- 
quents for  a  considerable  time,  he  can  vary  the  length  of 
the  intervals  between  the  steps,  waiting  until  the  delin- 
quent has  partly  forgotten  the  debt,  and  opening  a  fresh 
attack.    The  psychology  followed  is  that  at  first,  while 


186  SPECIFIC    TYPES    OF    LETTERS 

the  debtor  expects  to  pay,  he  should  receive  frequent 
appeals;  second,  when  he  has  evidently  determined  not 
to  pay,  he  should  not  be  reminded  of  this  determination  ; 
and  finally,  a  new  "appeal  to  reason"  should  be  made. 

No  matter  how  good  a  customer's  theoretical  standing 
may  be,  a  series  should  not  proceed  too  long  without  com- 
ing to  a  definite  understanding. 

193.  Reminder  with  statement.  Another  statement 
may  be  sent  in  ten  days  with  a  courteous  reminder,  such 
as,  "This  statement  of  your  account,  which  fell  due 
on  .... ,  appears  to  have  escaped  your  attention. 
May  we  have  your  cheek  to  cover  it  now  ? '  * 

194.  Reminder,  as  form,  or  typewritten.  A  reminder 
like  this  may  be  stamped  with  a  rubber  stamp  at  the  foot 
of  the  sheet.  Or  it  may  be  printed  or  lithographed  in 
the  form  of  a  letter,  without  an  introductory  address, 
and  with  the  amounts,  etc.,  inserted  in  handwriting  in 
blanks  left  for  the  purpose.  Being  an  obvious  form,  it 
makes  an  impersonal  impression.  A  slightly  stronger 
impression  is  produced  by  the  same  letter  personally 
typewritten  and  signed. 

195.  Sales  material.  If  with  the  reminder  is  included 
sales  or  other  material,  the  collection  impression  is  less 
strong  than  if  it  were  sent  alone;  for  its  silent  sugges- 
tion is,  "We  appreciate  your  trade,  and  wish  you  to 
continue  it;  this  overdue  account  is  only  an  incident  in 
our  friendly  relations,  not  a  glaring  offense  that  ob- 
scures eyery  other  idea."  Besides  this,  such  a  letter 
suggests  to  the  customer  the  value  of  continuing  to  trade 
with  the  house,  and  consequently  of  staying  on  good 


COLLECTION    LETTERS— THE    FOLLOW-UP       187 

terms  with  it.  Accordingly,  this  device  is  an  aid  to  close 
collections,  since  it  permits  a  more  serious  notice  of  de- 
linquency to  be  sent  than  would  be  advisable  if  it  had  to 
go  unsupported. 

One  method  of  conveying  the  combined  suggestion  is 
to  say  at  the  end  of  the  letter,  "We  shall  look  forward 
to  receiving  an  order  from  you."  Still  better  is  a  para- 
graph of  strong  "selling  talk"  about  some  special  or 
regular  offering,  preferably  put  into  the  form  of  news  so 
that  its  inclusion  appears  more  natural.  The  sales  de- 
partment can  co-operate  by  supplying  such  material 
regularly  to  the  collection  department. 

There  is  nothing  hypocritical  or  unsound  in  combining 
the  two  sorts  of  material  in  one  letter.  It  would  be 
natural  and  tactful  in  a  conversation,  and  it  is  natural 
and  tactful  in  a  letter. 

Since  the  real  subject  of  the  letter  is  the  account,  the 
sales  material  properly  comes  at  the  end,  where  it  pro- 
vides a  pleasant  conclusion. 

196.  Simple  reminder.  A  reminder  can  be  made 
courteous  and  colorless  by  excluding  sharp  phrases  (see 
183),  by  assuming  that  the  debtor  has  overlooked  the 
account,  and  by  taking  the  blame  for  a  possible  error. 

Pntirelv  colorless: 

Our  collection  department  has  referred  for  our  at- 
tention memorandum  of  Invoices  December  31  and 
March  1,  $5.40  and  $18.60  respectively,  that  seem  to 
have  been  overlooked  by  both  you  and  ourselves. 

Will  you  not  investigate  these  charges  and  include 
these  amounts  in  your  next  remittance  should  you  find 
no  record  of  a  former  settlement. 


188  SPECIFIC    TYPES    OF    LETTERS 

You  will  note  from  the  attached  statement  that  you 
have  overlooked  your  November  bill. 

We  rely  on  the  good-will  of  our  customers  to  repair 
these  little  oversights  on  being  reminded  of  them,  and 
will  look  forward  to  your  prompt  remittance. 

We  are  sending  you  a  copy  of  your  invoice  of 
.  .  .  .  for  ....  in  order  that  we  may  have 
your  check  as  to  its  correctness.  Our  accounts  show 
the  amount  as  unpaid. 

If  there  is  any  error  here  please  let  us  know,  and 
we  will  gladly  correct  it 

We  have  been  advised  by  our  collection  department 
that  your  invoice  of  ...  .  amounting  to  ...  . 
is  past  due. 

This  matter  we  think  you  have  probably  overlooked. 
A  remittance  will  be  appreciated. 

We  have  a  charge  against  you  on  our  books  under 
date  of  ...  .  for  an  invoice  to  the  amount  of 
.  .  .  .  We  wish  to  call  your  attention  to  the  fact 
that  it  is  past  due. 

With  the  presumption  that  a  discrepancy  may  pos- 
sibly exist  here,  we  are  sending  you  a  duplicate  invoice 
for  your  assistance  in  checking  up  the  matter. 

Slightly  more  urgent: 

We  find  upon  glancing  at  your  account  today  that 
you  have  entirely  overlooked  the  item  of  September  4, 
amounting  to  $45.60. 

We  trust  that  you  will  send  us  a  remittance  at  once 
for  this  amount,  so  that  we  may  bring  the  account  up 
to  date. 

It  has  no  doubt  been  overlooked  by  your  bookkeeper  in 
the  press  of  business. 


COLLECTION   LETTERS— THE   FOLLOW-UP      189 

There  is  a  balance  of  $21.96  shown  by  our  ledgers  as 
ast  due  on  your  invoice  of  May  30. 

We  trust  that  you  will  arrange  to  take  care  of  this 
em  at  once,  so  that  our  books  may  be  properly 
lecked  up. 

].  Stronger  reminder.  A  reminder  may  be  made 
ger  by  the  inclusion  of  a  sharp  phrase,  though  the 
eous  assumptions  could  still  hold  good,  in  part  or 
tiole. 

Enclosed  you  will  find  statement  of  bills  due  amonnt- 
ig  to  $186.22. 

We  trust  this  will  agree  with  your  records  and  that 

will  be  convenient  for  you  to  make  a  remittance 
pon  receipt  of  this  letter,  if  you  have  not  already  done 
). 

Thank  you  in  advance  for  your  prompt  attention  to 
le  matter. 

As  you  have  evidently  overlooked  the  Invoice  of 
pril  27  amounting  to  $6.75,  we  have  thought  it  best 
)  forward  a  duplicate  of  it  which  we  trust  will  assist 
au  in  straightening  out  your  records. 

We  assume  that  you  will  take  care  of  it  at  your 
irliest  opportunity. 

On  receipt  of  your  communication  of  June  28  we 
)oked  over  our  records,  and  find  the  charge  of  May 
amounting  to  $2.51  to  be  absolutely  correct 
We  are  enclosing  a  duplicate  of  it,  which  we  trust 
^ill  assist  you  in  straightening  out  your  records.  As  it 
}  now  past  due,  a  remittance  to  cover  will  be  ap- 
reeiated. 

According  to  our  records  your  invoice  of  .... 
or  ....  is  unpaid  and  past  due.  We  wrote  you 
bout  this  matter  on    ...    .    but  have  not  heard 


190  SPECIFIC    TYPES    OF    LETTERS 

from  you  in  reply.    We  wish  again  to  call  your  atten- 
tion to  the  need  for  payment. 

If  there  is  any  mistake  or  misunderstanding,  we  hope 
that  you  will  write  us  at  once. 

Your  account,  as  appearing  on  our  books,  shows  an 
unpaid  balance  of  the  amount  indicated  above.  We 
have  pre\aously  sent  a  detailed  statement,  but  as  yet 
we  have  received  no  reply. 

This  may  be  through  some  oversight,  or  possibly  your 
remittance  is  already  on  its  way,  in  which  case  we  will 
promptly  credit  it  upon  its  receipt.  If  by  any  chance 
there  is  some  reason  why  you  are  withholding  payment, 
may  we  ask  that  you  kindly  inform  us  of  it. 

You  will  readily  understand  that  the  very  nature  of 
this  business  calls  for  a  rigid  adherence  to  the  doc- 
trine of  prompt  pay,  both  as  applied  to  ourselves  and  to 
our  customers ;  and  our  best  customers  are  those  most 
willing  to  pardon  us  for  insisting  that  they  live  up  to 
our  terms. 

We  shall  be  greatly  obliged  for  your  prompt  atten- 
tion to  this  matter. 

We  regret  the  necessity  of  calling  your  attention 
to  your  account,  which  shows  ....  now  past 
due. 

Please  let  us  hear  from  you  on  this  matter  not  later 
than  May  10. 

198.  Letter  of  discussion.  After  reminders  have 
been  used  as  long  as  the  creditor  sees  fit,  the  next  step 
should  be  a  longer  letter,  in  order  to  produce  a  more 
solid  effect  on  the  debtor's  mind.  The  proper  assump- 
tion now  is  that  the  customer  is  in  difficulties;  and  it 
rests  with  the  house  to  decide,  on  the  basis  of  its  knowl- 
edge of  his  financial  standing  and  personal  capacity, 


COLLECTION  LETTERS— THE   FOLLOW-UP      191 

just  how  much  help  to  offer,  how  courteously  or  how 
definitely  to  present  the  needs  of  the  house,  and  whether 
to  point  out  the  customer's  obligations.  If  the  customer 
is  a  good  one  it  is  natural  to  invite  his  confidence ;  if  he 
is  slow  pay  it  is  natural  to  be  more  insistent.  In  either 
case  the  credit  manager  will  do  well  to  write  so  as  at 
least  to  draw  out  a  reply,  on  the  basis  of  which  he  may 
act.  This  is  the  most  important  stage  in  the  collection 
follow-up,  for  it  is  here  that  the  force  of  personal  ac' 
quaintance,  of  education  in  credit  problems,  and  of  ap- 
peals to  intelligence  and  pride,  can  be  brought  to  bear. 
Wise  handling  of  this  letter  should  bring  the  difficulty  to 
a  point  where  it  can  be  settled,  or  where  definite  steps 
can  be  intelligently  taken. 

Mild  letter  to  good  customer  with  ichom  no  close  relation  has 
been  established,  implying  tiMlingncss  to  allow  extension  of 
part  payment: 

We  are  sorry  to  see  that  since  our  shipment  of  June 
10  we  have  received  no  business  from  you  nor  any  com- 
munication in  regard  to  the  statement. 

We  hope  that  an  understanding  can  be  reached  which 
will  assure  your  remittance  and  a  continuance  of  your 
orders.  We  remember  that  you  have  always  taken  ad- 
vantage of  our  dis(?ount,  which  is  more  liberal  than  we 
are  able  to  allow  our  smaller  customers,  and  think  that 
there  may  be  a  mistake  in  the  present  case. 

In  any  event,  a  reply  to  this  will  be  very  much  appre- 
ciated. 

Courteous  letter  to  good  customer  well  Tcnown  to  the  h&aatt 
As  you  have  been  in  the  past  most  punctual  in  the 
matter  of  payments,  we  believe  that  our  two  previous 
stateflients  have  been  overlooked.     We  a^e  the^-efor^ 


192  SPECIFIC    TYPES    OF    LETTERS 

enclosing  a  copy  for  verification.  Please  let  us  know  if 
you  find  this  correct. 

We  are  somewliat  inclined  to  think  that  your  order 
for  winter  stock  was  rather  heavy  for  your  locality,  and 
you  will  recall  that  we  so  expressed  ourselves  at  the 
time.  We  realize  that  possibly  the  unusual  mildness 
of  the  season  may  have  left  a  portion  of  the  goods  on 
your  hands  and  thereby  rendered  it  somewhat  difficult 
for  you  to  meet  your  bills  with  your  usual  promptness. 
Should  this  be  the  case,  do  not  hesitate  to  write  us 
frankly,  as  a  clear  understanding  of  the  situation, 
coupled  with  our  experience  of  long  standing,  would 
doubtless  enable  us  to  offer  a  satisfactory  solution. 

We  shall  be  glad  to  render  you  any  assistance  in  our 
power. 

More  emphatic  letter,  though  courteous,  to  a  customer  less  well 
established:     (No  hint  of  an  extension.) 

We  conclude  that  you  must  have  overlooked  the  en- 
closed statement  for  $52.45,  as  it  is  now  twenty  days 
overdue.  We  should  appreciate  a  remittance  from  you 
at  an  early  date,  for  while  we  wish  always  to  be  as 
reasonable  and  lenient  as  possible  with  our  customers, 
we  are  obliged  to  observe  certain  niles  in  the  matter  of 
payments.  Should  we  become  lax  in  this  regard,  we 
should  no  longer  be  able  to  render  our  clients  the  ex- 
cellent service  of  which  we  are  justly  proud,  and  which 
only  our  present  financial  basis  enables  us  to  maintain. 

In  order  to  get  terms  from  our  manufacturers  which 
will  permit  us  to  do  the  very  best  by  our  customers, 
we  ourselves  are  obliged  to  pay  cash,  and  you  will 
readily  pex'ceive  that  in  view  of  this  we  are  by  no 
means  unreasonable  in  asking  our  customers  to  render 
payment  in  the  same  way.  At  all  times  we  have  at 
heart  the  interests  of  those  we  serve,  and  this  very 
fact  compels  us  to  observe  a  careful  and  systematic 
method  of  handling  all  our  accounts, 


COLLECTION   LETTERS— THE   FOLLOW-UP      193 

We  shall  be  pleased  to  fill  your  further  orders  to  the 
best  of  our  ability. 

letter  that  brings  strong  pressure  to  hear  on  a  man  who 
is  capable  of  listening  to  reason,  hut  has  been  often  delin- 
quent in  spite  of  promises:  (An  unusual  effort  in  an  un- 
usual case.) 

My  attention  has  been  called  to  the  fact  that  your 
November  invoice,  payment  for  which  fell  due  Decem- 
ber 1,  has  not  as  yet  been  settled.  Moreover,  although 
mention  was  made  of  this  fact  to  you  in  letters  written 
December  10  and  20,  we  have  not  received  a  reply  to 
them.  Inasmuch  as  we  have  asked  you  in  the  first  of 
these  if  there  was  any  misunderstanding,  it  appears 
that  the  amount  is  correctly  stated. 

Such  a  situation  troubles  me,  because  it  casts  dis- 
credit on  both  of  us.  For  you,  it  means  that  your  af- 
fairs are  in  so  serious  a  condition  that  you  need  for 
the  carrying  on  of  your  business  the  money  which  right- 
fully belongs  to  us.  For  us,  it  means  that  despite  our 
earnest  and  continued  efforts  to  make  our  trade  service 
valuable  to  you,  yoxi  have  not  now  sufficient  confidence 
in  our  good  will  and  our  appreciation  of  your  patronage 
to  tell  us  frankly  what  the  trouble  is,  and  to  ask  us  for 
assistance  in  an  emergency. 

This  is  not  the  first  time,  I  am  sorry  to  say,  that  we 
have  had  difficulty  in  a  similar  situation.  It  appears 
that  your  March  invoice  remained  uncovered  by  your 
check  beyond  the  30  days  allowed  by  our  terms,  and 
that  after  our  second  request  your  remittance  came 
without  explanation  of  the  delay.  Now,  Mr.  Williams, 
the  relation  between  yourself  and  the  credit  manager  of 
a  wholesale  house  ought  not  to  be  of  this  nature.  Credit 
is  essential  to  business,  and  confidence  is  essential  to 
credit.  It  has  consistently  been  our  aim  to  help  our 
customers  in  every  way  which  our  experience,  our 
knowledge  of  seasons  and  territories  and  goods,  would 


W  SPECIFIC    TYPES    OF    LETTERS 

permit ;  to  help  them  also  by  granting,  when  advisable, 
sufficient  extension  on  their  accounts ;  and  not  less  to 
help  them  by  refusing  to  carry  them  when  they  did  not 
fully  and  frankly  come  to  an  understanding  with  us 
In  the  event  of  their  being  unable  to  meet  their  obliga- 
tions promptly. 

With  the  fullest  assurance  that  we  are  considering 
your  interests,  as  always,  on  a  par  with  our  own,  1 
shall  ask  you  to  let  me  have  an  immediate  reply  to 
this  letter. 

To  poor-pay  customer  who  would  not  appreciate  discussion,  hut 
might  respond  to  an  offer  to  accept  part  paifment: 

On  April  12,  we  called  your  attention  to  your  past 
due  account,  amounting  to  $186.22. 

We  do  not  seem  to  have  received  any  remittance  in 
compliance  with  our  request,  nor  any  acknowledgment 
of  our  letter. 

We  have  been  very  lenient  in  the  matter,  but  regret 
our  inability  to  advance  the  matter  further  without  a 
remittance  of  at  least  $100  to  reach  us  by  April  17 ;  it 
will  then  be  satisfactory  if  the  balance  is  taken  up  the 
week  following. 

199.  Urgent  letters.  If  a  satisfactory  reply  is  not 
received  to  the  letter  just  discussed,  the  creditor  should 
recognize  that  the  time  for  friendly  treatment  has  gone 
by,  and  he  should  present  the  customer's  obligations  to 
pay  or  point  out  the  consequences  of  his  delinquency. 
Even  at  this  stage  logical  insistence  rather  than  violent 
language  should  be  used,  so  that  when  the  debtor  has 
paid,  friendly  relations  can  be  resumed.  Here  again,  the 
standing  of  the  customer  and  the  relations  established 
with  him  must  regulate  the  degree  of  sharpness  em- 
^Ioye4, 


COLLECTION   LETTERS— THE   FOLLOW-UP      l9S 

An  appeal  to  pride,  holding  out  the  hope  of  reinstatement: 
(The  last  paragraph  could  be  varied  to  cover  any  demand 
that  the  creditor  felt  obliged  to  make.) 

We  regret  that  our  letter  of  January  10,  like  our  let- 
ters of  December  26  and  December  10,  has  met  with 
no  reply.  We  have  endeavored  to  be  as  courteous  as 
possible,  and  to  meet  you  half  way  in  our  efforts  for  a 
settlement. 

It  is  unnecessary  to  point  out  that  only  by  meeting 

its  just  obligations  can  a  firm  maintain  itself  in  the 

eyes  of  the  business  community.     It  would  be  much 

.     more  pleasant  for  us  to  remain  on  cordial  terms  with 

you,  but  your  present  attitude  makes  this  impossible. 

We  must  now  ask  that  you  send  us  a  check  for  the 
amount,  $271.50,  to  reach  us  by  February  1. 

Urgent  language,  without  a  threat: 

In  directing  your  attention  to  your  June  account, 
amounting  to  $56,  which  still  remains  unpaid,  we  do  so 
in  confidence  that  it  will  have  your  consideration.  You 
have  at  this  time  enjoyed  an  extension  of  over  50  days, 
in  addition  to  the  original  terms  of  the  invoice. 

Please  favor  us  with  your  remittance  in  the  next  mail 
for  the  above  amount. 

Sharp  language  with  veiled  threat,  used  in  the  hope  of  startling 
the  delinquent  into  action: 

We  have  waited  on  you  long  and  patiently  and  now 
urgently  request  your  immediate  attention  to  your  past 
due  account  amounting  to  $56.  Will  you  please  settle 
or  make  some  satisfactory  arrangement  for  its  payment? 
In  requesting  this  we  ask  nothing  more  of  you  than  our 
creditors  demand  of  us. 

We  assure  you  that  we  have  no  desire  to  embarrass 
or  trouble  you,  but  it  is  necessary  that  this  account  be 
settled  at  once,  and  we  trust  that  you  will  see  that  it 
is  for  your  interest  to  adjust  the  matter  without  delay. 


196  SPECIFIC    TYPES    OF    LETTERS 

200.  Drafts.  Another  urgent  step  may  be  the  send- 
ing of  a  draft.  The  purpose  of  this  is  to  make  the 
bank  the  creditor's  collecting  agency,  with  an  implied 
notice  to  the  bank  ^nd  the  locality  that  the  person  to 
whom  the  draft  is  sent,  no  longer  has  a  good  credit 
standing.  Accordingly  a  draft  should  be  nearly  as  effec- 
tive as  a  letter  from  an  attorney.  But  drafts  have  been 
so  often  used  when  the  persons  against  whom  they  were 
drawn  were  not  really  delinquent  debtors,  that  the  sting 
has  largely  gone  out  of  them.  Still  they  should  never  be 
sent  without  due  notice,  lest  the  customer  should  be 
offended  by  what  remains  in  theory  at  least  a  serious  re- 
flection on  his  credit.  A  customer  thus  offended  is  likely 
to  carry  a  grudge  against  the  house. 

Some  men  are  in  the  habit  of  not  paying  until  they 
are  drawn  on,  and  since  they  never  refuse  to  honor  the 
draft,  do  not  lose  standing  in  the  community.  But  with- 
out doubt  the  credit  manager  should  try  to  get  them 
into  better  habits. 

No  sting,  of  course,  attaches  to  the  use  of  a  draft  for 
C.  0.  D.  collection.  In  this  case  the  draft  and  the  bill 
of  lading  are  sent  to  the  local  bank,  which  notifies  the 
merchant  of  their  arrival,  and  receives  his  payment  of 
the  draft,  at  the  same  time  delivering  the  bill  of  lading 
to  him. 

The  letter  announcing  the  sending  of  a  draft  may  be 
a  simple  statement  reviewing  the  letters  already  issued, 
and  stating  that  unless  a  response  is  made  by  a  certain 
date  a  draft  will  be  sent  to  the  delinquent's  bank.  Or  a 
sharper  letter  may  be  sent  with  the  notice,  to  emphasize 
the  step. 


COLLECTION   LETTERS— THE   FOLLOW-UP      197 

Simple  notice  of  a  draft: 

Since  we  have  not  heard  from  you  in  response  to  our 
letters  of  June  10  and  June  20  concerning  the  amount 
of  $35.00  due  on  May  1,  we  shall  draw  on  you  July  5 
through  the  First  National  Bank  of  Morristown. 

Please  arrange  to  take  care  of  this  upon  presentation. 

Sharp  letter'  threatening  suit  if  draft  is  not  honored:    (Rough 
treatment  like  this  is  rarely  called  for.) 

According  to  our  bookkeeper's  report,  the  past  due 
bills  in  your  account  amount  to  $230,  and  as  the  in- 
voices of  April  8  and  May  20  are  still  unpaid,  we  are 
unable  to  understand  why  our  several  urgent  letters 
asking  for  a  settlement  seem  to  have  been  altogether 
ignored.  If  you  realize  that  you  have  not  yet  paid  for 
goods  sold  to  you  on  sixty-day  terms  more  than  four 
months  ago,  we  think  you  will  concede  our  treatment 
of  your  account  has  been  exceedingly  considerate  and 
that  we  are  entitled  to  be  paid  without  further  delay, 
expense,  or  annoyance. 

We  shall  be  greatly  obliged  if  you  will  promptly  for- 
ward a  remittance  of  $175. 

Should  you  make  no  response  to  this  letter,  we  shall 
be  forced  to  the  conclusion  that  more  effective  measures 
must  be  adopted  to  gain  this  long  overdue  settlement, 
and  accordingly  on  October  1,  your  remittance  not  hav- 
ing been  received,  we  shall  draw  upon  you  through  a 
bank  in  Akron  for  the  above-mentioned  amount,  and 
the  bank  will  be  directed  to  place  a  claim  in  the  hands 
of  our  local  attorney  for  prompt  action  in  the  event 
the  draft  is  not  paid  on  presentation. 

We  are  reluctant  to  adopt  such  severe  measures  or 
even  to  mention  them,  but  cannot  grant  a  further  ex- 
tension and  must  find  some  means  of  making  the  col- 
lection. After  the  accommodation  you  have  had  from 
us,  we  hope  you  will  not  put  us  to  the  annoyance  and 
expense  of  collecting  from  you  In  this  manner. 


198  SPECIFIC    TYPES    OF    LETTERS 

An  argument  against  drafts: 

While  it  appears  to  be  ttie  custom  with  many  mer- 
chants to  settle  bills  when  sight  drafts  are  drawn  on 
them,  we  are  of  the  opinion  that  they  have  not  con- 
sidered the  increased  expense  in  postage  and  labor 
which  this  plan  entails  in  the  aggregate. 

AVe  dislike  to  employ  such  a  method  of  collection.  It 
Implies  a  disagreeable  relation  between  us  and  our 
customers,  and  is  a  reflection  on  their  standing. 

Can  you  not  arrange  to  take  care  of  your  invoices 
falling  due  by  a  direct  remittance,  and  save  this  long- 
winded  negotiating? 

201.  When  a  draft  is  dishonored.  Since  there  is  no 
way  of  compelling  a  debtor  to  honor  a  draft,  its  value  is 
chiefly  in  the  fact  that  it  makes  an  urgent  suggestion  to 
pay.  This  gives  it  a  strategic  value  also ;  for  the  way  it 
is  treated  by  the  debtor  gives  the  creditor  a  good  deal  of 
information  about  the  next  steps  to  take.  If  the  debtor 
settles,  the  trouble  is  over;  if  he  pays  no  attention  to 
the  draft,  some  very  stringent  steps  must  be  taken;  but 
if  he  gives  the  bank  a  reason  for  non-payment,  the 
creditor's  next  letter  can  meet  that  reason  logically. 
The  following  letters  are  designed  to  put  the  delinquent 
into  a  position  that  he  cannot  defend,  so  that  he  must 
either  settle  or  brand  himself  as  bad  pay.  Similar  letters 
can  be  prepared  to  fit  any  of  the  excuses  which  may  be 
given  by  a  debtor. 

Our  draft  of  April  4  has  been  referred  to  us  by  your 
bank  and  in  reply  to  our  inquiry  they  state  that  you 
claim  not  to  owe  us  this  amount 

As  It  is  correct  according  to  our  books,  we  respect- 
fully refer  the  ipatter  to  you  for  more  definite  informa- 
tion. 


COLLECTION   LETTERS— THE   FOLLOW-UP      199 

Our  draft  for  $122  together  with  B-L  has  been  re- 
turned by  the  bank,  no  reason  being  assigned  for  non- 
acceptance. 

As  this  order  was  filled  and  shipped  in  entire  good 
faith  and  in  accordance  with  your  instructions,  we  feel 
.  that  we  are  entitled  to  a  letter  of  full  explanation  by 
return  mail. 

Our  draft  of  March  8  has  been  returned  to  us  by  your 
bank  with  a  notation  on  the  back  that  the  amount  is 
incorrect.  As  we  find  that  it  agrees  with  the  account 
as  it  appears  on  our  books,  we  would  ask  that  you 
kindly  explain  to  us  wherein  the  diflference  may  lie. 

Our  draft  of  September  9  has  been  returned  to  us 
by  your  bank.  They  advise  us  in  reply  to  our  inquiry 
that  you  claim  to  have  remitted  to  us  direct  to  cancel 
the  charge. 

We  have  made  diligent  search,  but  fail  to  locate  any 
trace  of  remittance  and  therefore  refer  the  matter  to 
you  for  more  definite  information. 

Our  recent  draft  has  been  returned  by  your  bank 
with  a  notation  on  the  back  to  the  effect  that  they  do 
not  wish  to  present  it  until  we  advance  the  charges. 

Our  ledger  records  show  that  you  have  been  previ- 
ously notified  of  this  indebtedness  which  is  past  due 
and  we  hardly  feel  that  we  should  be  asked  to  incur 
any  expense  in  collection  of  the  amount. 

We  trust  that  the  matter  may  be  arranged  so  that 
prompt  shipment  can  be  made.  Should  there  be  any 
reason  why  we  have  not  heard  from  you  we  will  ap- 
preciate particulars. 

202.  The  collection  agency.  When  the  dehtor  has 
failed  to  respond  to  ordinary  steps,  his  account  must 
either  be  wiped  off  the  books  or  turned  over  to  a  collec- 
tion agency  or  an  attorney.    Since  to  employ  an  agency 


200  SPECIFIC    TYPES    OF    LETTERS 

ruptures  friendly  relations  beyond  remedy,  the  step 
should  not  be  taken  until  reasonable  methods  have 
failed  and  the  debtor  is  no  longer  desirable  as  a  customer. 
Often,  it  is  true,  a  merchant  feels  that  the  collection  of 
his  accounts  requires  more  time  than  he  can  spare,  or 
more  information  and  skill  than  he  possesses,  and  for 
this  reason  he  employs  a  collector  to  write  the  sort  of 
letters  which  have  been  discussed  in  this  text.  But  it 
is  far  better  for  him  to  keep  all  the  threads  of  his  busi- 
ness in  his  own  hands,  and  not  to  interpose  a  third  party 
between  himself  and  his  customers,  with  the  result  of 
weakening  his  relations  with  them.  The  merchant  is  in 
a  better  position,  logically,  to  extract  the  money  than  is 
the  collection  agency. 

The  schemes  of  collection  agencies  consist  simply  in 
the  more  forcible  application  of  the  principles  govern- 
ing the  letters  already  discussed.  They  seek  to  urge  the 
obligations  of  the  delinquent  and  the  unpleasant  conse- 
quences of  his  neglect  of  them;  they  employ  veiled 
threats  and  harsh  language ;  they  study  his  position  and 
prove  that  it  is  indefensible. 

The  collection  agencies  have  only  one  aim — to  get  the 
money ;  and  since  they  care  nothing  for  keeping  the  cus- 
tomer, they  use  forcible  means  where  the  merchant  would 
use  mild  ones,  and  are  harsh  where  he  would  be  tactful. 

When  sending  a  letter,  therefore,  which  threatens  that 
the  account  will  be  handed  to  a  collector,  the  creditor 
hopes  that  the  threat  will  be  sufficient  to  bring  the 
money.  He  should  announce  a  final  date  on  which  the 
papers  will  pass  from  his  hands,  giving  time  for  the 
debtor  to  reply ;  and  he  should  express  his  regret  at  the 


COLLECTION   LETTERS— THE   FOLLOW-UP      201 

action,  implying  his  willingness  to  resume  friendly  re- 
lations, and  stressing  the  value  to  the  customer  of  keep- 
ing his  standing  good. 

The  so-called  ''fake  collection  agency"  device  is  in 
considerable  use  as  a  last  resort.  It  consists  in  sending 
from  the  creditor  to  the  debtor  a  letter  or  a  series  of 
letters  bearing  the  name  of  a  collecting  agency,  and 
couched  in  the  business-like,  insistent  language  of  such 
agencies — a  decided  contrast  to  the  tone  of  previous 
letters  sent  by  the  merchant.  The  ''agency"  in  this  case 
is  the  creditor  himself ;  but  the  debtor  thinks  he  is  being 
approached  by  a  concern  which  will  advertise  his  delin- 
quency, and  is  sometimes  scared  into  paying. 

203.  The  attorney.  To  threaten  to  hand  an  account 
to  an  attorney  implies  that  the  creditor  is  willing  not  only 
to  use  harsh  measures  but  to  proceed  to  the  courts.  In 
the  case  of  petty  accounts  a  suit  is  rarely  worth  while ; 
and  in  any  case  it  gives  a  merchant  a  bad  name  for  harsh 
dealings  with  his  customers,  so  that  he  usually  prefers  to 
compromise  on  part  payments.  Accordingly,  all  that  has 
been  said  about  using  the  collection  agency  applies  as 
well  to  using  the  attorney,  and  the  threat  should  be  made 
with  similar  reluctance. 

Our  bookkeeper  has  just  advised  us  that  notwith- 
standing we  sent  you  a  statement  of  your  past  due 
account  on  April  1,  and  wrote  you  on  April  12  and 
April  22,  we  are  still  without  any  remittance  to  apply 
on  it  and  without  any  acknowledgment  to  our  letters. 

We  have  been  very  considerate  in  the  matter,  having 
even  suggested  partial  payments.  We  regret  that  we 
cannot  permit  either  our  past-due  accounts  or  our  busi- 


202  SPECIFIC    TYPES    OF    LETTERS 

ness  communications  to  be  treated  in  this  manner,  and 
unless  we  are  in  receipt  of  a  remittance  of  $215  to 
reach  us  by  May  5,  we  shall  feel  the  necessity  of  hand- 
ing the  account  to  our  attorneys  for  collection,  much 
as  we  should  regret  to  do  so. 

Since  we  have  been  unsuccessful  in  our  attempts  to 
draw  out  a  response  of  any  sort  to  our  requests  for  a 
settlement  of  your  past-due  account,  we  take  it  for 
granted  that  you  would  prefer  to  deal  with  our  attor- 
neys, and  are  governing  ourselves  accordingly. 

We  hope  matters  will  be  arranged  amicably  and 
without  extraordinary  delay  or  expense. 

204.  Summary  of  the  follow-up.  The  possible  steps 
in  the  follow-up  which  have  been  discussed  in  this 
chapter  are  briefly  summarized  in  the  outline  given  on 
the  next  page.  Of  course,  in  no  one  case  would  all  of 
the  steps  listed  be  taken ;  section  206  shows  one  typical 
selection  from  the  list.  The  important  point  to  observe 
is  that  the  steps  are  given  in  the  order  of  their  urgency ; 
each  succeeding  step  makes  a  stronger  implication  than 
the  preceding  one,  that  the  customer's  delinquency  is 
serious.  Accordingly,  if  the  creditor  wished  to  follow 
an  account  closely,  he  would  employ  during  the  ''stage 
of  reminder"  one  of  the  more  urgent  steps.  The  outline 
is  presented  only  to  show  clearly  what  opportunities  for 
variety  exist  in  the  collection  follow-up,  even  when  no 
particular  skill  in  the  language  of  suggestion  and  appeal 
is  employed. 

All  of  these  but  the  letter  offering  assistance,  and  pos- 
sibly the  letter  showing  the  customer's  obligations,  can 
be  handled  by  the  bookkeeper  as  routine  matters.  The 
signature  of  an  officer  of  the  company,  instead  of  that  of 


COLLECTION   LETTERS— THE   FOLLOW-UP      203 

the  bookkeeper,  at  the  end  of  a  letter,  has  a  greater  im-  / 
plication  of  personal  attention  and  may  be  used  to  sug- 
gest more  urgency  or — in  the  later  stages  of  affairs —  ^ 
more  consideration.  As  soon  as  a  special  request  comes 
from  the  customer,  or  unusual  circumstances  arise,  the 
routine  method  should  instantly  give  way  to  the  personal 
judgment  of  the  superior  officer,  who  has  studied  the 
character  and  circumstances  of  his  customers  and  knows 
best  what  his  house  can  afford  to  do. 

The  Stage  of  Notification 
Statement  with  goods 
Statement  when  account  is  due 

The  Stage  of  Reminder 

Statement   (ten  days)   after  account  is  due,  with  a 

simple  form  reminder  stamped  on  it  or  printed  on 

an  accompanying  slip 
Simple  form  reminder,  printed  or  lithographed  in  the 

shape  of  a  letter,  with  blanks  for  the  insertion  of 

amounts,  etc. 
Stronger  form  reminder,  as  above 
Typewritten   simple   reminder,    with   sales   or   other 

material 
Typewritten  simple  reminder,  alone 
Typewritten  stronger  reminder,  with  sales  or  other 

material 
Typewritten  stronger  reminder,  alone 

The  Stage  of  Discussion 
Letter  offering  assistance,  and  giving  reasons  for  de- 
siring payment 


204  SPECIFIC    TYPES    OF    LETTERS 

The  Stage  of  Urgency 

Letter  showing  customer's  obligations 

"Warning  of  draft 

Sending  of  draft 

Warning  of  collection  agency 

Letter  from  collection  agency 

Warning  of  suit 

Notice  of  suit 

(Observe  also  the  psychology  of  including  sales  or 
other  material,  or  of  holding  up  the  order,  at  any  point 
in  the  series.) 

205.  Close  collections.  Let  us  suppose  that  the  na- 
ture of  a  business  makes  it  imperative  that  accounts  be 
very  closely  collected.  The  terms  allowed  are  thirty  days 
net,  and  at  the  utmost  sixty  days  can  pass  before  the 
house  proceeds  to  urgent  methods.  The  terms  are  ex- 
plained to  all  customers  at  the  beginning  of  relations. 
The  steps  which  the  credit  manager  decides  to  take  are 
as  follows : 

1.  Statement  with  the  goods. 

2.  In  30  days,  statement  to  arrive  on  the  day  the 

account  is  due,  bearing  a  courteous  reminder 
printed  on  its  face  calling  attention  to  the 
terms. 

3.  In  40  days,  a  strong  typewritten  reminder. 

4.  In  50  days,  a  long  letter  courteously  explaining 

the  position  of  the  house,  ending  with  a  definite 
requirement. 

5.  In  60  days,  an  urgent  letter  with  a  warning  of  a 

draft. 


COLLECTION  LETTERS-THE  FOLLOW-UP     205 

At  no  point  in  such  a  close  series  can  the  creditor 
assume  that  the  customer  is  in  serious  difficulties,  or 
that  he  is  "poor  pay."  The  unusual  terms,  and  the 
clear  understanding  secured  when  credit  was  granted, 
alone  must  be  presented  to  the  customer  as  the  reasons 
for  urgency. 

Other  businesses  would  make  different  application  of 
the  principles  discussed  in  this  chapter,  according  to 
their  terms  and  circumstances. 


Chapter  XIII 
Collection  Letters — Speclil  Phases 

206.  Holding  up  the  order.  When  a  customer  whose 
account  is  overdue  sends  in  another  order,  the  situation 
is  one  which  the  creditor  must  take  advantage  of.  On 
the  one  hand,  he  must  not  let  the  customer's  credit  be 
extended  too  far;  and  all  the  discussion  under  Chapter 
X  applies  to  the  writing  of  a  letter  that  will  fit  the 
situation.  On  the  other  hand,  he  must  not  shut  off  credit 
too  violently,  lest  he  stifle  the  customer's  trade  alto- 
gether by  not  letting  him  have  the  goods  he  needs.  If 
the  customer  has  no  goods  to  sell,  he  will  have  no 
money  to  pay  his  debts.  In  any  case  the  creditor  must 
conduct  the  negotiation  in  such  a  way  as  to  stimulate 
the  customer's  desire  to  trade  with  his  house. 

Two  elements  form  the  chief  stock  in  trade  of  letters 
written  in  such  a  situation.  They  are,  first,  an  expres- 
sion of  regret  that  implies  the  impersonal,  inevitable 
nature  of  the  action — no  doubt  the  customer  will  see  the 
position  in  which  the  house  is  placed;  and  second,  an 
emphasis  on  the  value  of  the  goods  that  the  customer  has 
just  ordered.  Skilful  handling  of  these  elements  to 
make  the  letter  fit  the  ease  will  educate  the  customer 
without  offending  him,  and  will  be  likely  at  least  to  se- 
cure a  part  payment  to  bring  his  indebtedness  within 
the  allowed  limits. 

In  the  following  letters,  note  the  varied  ways  in  which 
these  elements  are  used. 

206 


COLLECTION    LETTERS— SPECIAL    PHASES      207 

An  endeavor  to  secure  a  long  overdue  payment: 

It  is  a  matter  of  great  regret  to  us  that  we  have 
been  obliged  to  act  unfavorably  upon  the  request  made 
in  your  letter  of  November  20. 

While  we  appreciate  the  peculiar  circumstances  which, 
have  made  it  difficult  for  you  to  reduce  your  outstand- 
ing indebtedness  so  as  to  bring  it  within  the  allowance 
agreed  upon,  still  we  are  unable  to  allow  the  present 
order  to  go  forward  without  receiving  a  substantial 
remittance,  of  say  $150,  to  apply  on  past  accounts. 
You  will  appreciate  that  though  a  house  may  be  glad 
to  extend  all  possible  favors,  it  must  act  in  the  interests 
of  all  its  customers  as  well  as  of  itself,  by  maintaining 
such  terms  as  are  consistent  with  the  safety  of  all  con- 
cerned. 

At  the  same  time,  we  understand  your  urgent  need 
for  the  goods  now  packed  and  awaiting  shipment,  and 
we  believe  they  would  have  such  a  ready  sale  that  you 
would  be  justified  in  securing  the  amount  needed.  It 
Is  difficult  to  secure  at  this  late  date  goods  which  will 
give  you  a  satisfactory  Christmas  trade,  and  this  trade, 
of  course,  you  do  not  wish  to  lose. 

We  shall  hope  to  be  able  to  ship  the  goods,  and 
shall  hold  them  until  Etecember  3.  In  the  meantime 
we  assure  you  of  our  most  cordial  good  wishes,  and 
our  desire  to  be  of  service. 

A  cordial  letter  to  a  careless  customer: 

Let  us  thank  you  for  that  nice  order  for  shoes  which 
has  just  come  in  through  Mr.  Wales.  Your  selection 
shows  that  you  know  what  good  values  those  boys* 
Bluchers  are. 

But  we  find,  Mr.  Markel,  that  your  last  invoice  is 
somewhat  overdue,  and,  as  you  know,  our  policy  pre- 
vents us  from  extending  further  allowances  while 
things  are  in  this  shape. 

No  doubt  you  have  let  this  matter  go  longer  than 


208  SPECIFIC    TYPES    OF    LETTERS 

you  intended,  and  we  shall  expect  to  get  the  amount 
our  bookkeeper  has  against  you  in  the  course  of  the 
next  week. 

We  shall  go  right  ahead  getting  the  shoes  ready  for 
you,  and  will  have  them  on  the  floor  for  shipment  in 
ten  days'  time. 

We  wish  you  the  best  of  success  with  your  school 
trade. 

More  urgent  letters: 

We  earnestly  hope  to  have  you  acknowledge  our  let- 
ter of  June  27  at  your  earliest  convenience,  as  we  are 
anxious  to  dispose  in  some  satisfactory  way  of  your 
pending  order  of  June  16. 

July  15,  the  date  set  for  the  shipment  of  your  order 
of  June  16,  is  close  at  hand,  and  we  are  accordingly 
very  desirous  of  receiving  your  instructions,  as  we  have 
suggested  in  our  former  letters. 

We  hope  you  will  have  the  kindness  to  write  us  be- 
fore the  date  in  question,  and  we  hope  also  that  the  in- 
formation to  be  offered  will  assist  in  our  reaching  a 
definite  understanding  not  only  on  the  order  now  under 
consideration,  but  also  on  later  purchases. 

We  regret  very  much  the  need  of  directing  your  at- 
tention to  the  bills  on  your  account  that  are  delin- 
quent, but  inasmuch  as  they  stand  in  the  way  of  our 
executing  your  order  just  received,  we  have  no  other 
recourse. 

We  trust  that  your  remittance  for  the  items  of  May 
31,  amounting  to  $74.29,  may  reach  us  by  return  mail 
so  that  your  present  order,  which  is  already  packed, 
may  be  shipped  at  once. 

While  not  unwilling  to  add  the  charge  of  July  2  to 
your  account,  we  find  that  there  are  two  bills,  one 
4ate4  April  5,   amounting  to   ^17.13,   and   tbe  otUer 


COLLECTION   LETTERS— SPECIAL   PHASES      209 

dated  May  IS,  amounting  to  $51.39,   which  have  not 
been  remitted  for. 

It  is  essential  within  our  rules  that  all  bills  be  paid 
forty  days  from  their  date  and  also  that  future 
charges  be  withheld  from  accounts  that  are  delinquent. 
We  trust  that  the  propriety  of  your  remitting  for  these 
items  will  appeal  to  you  to  the  end  that  the  present 
order  may  be  shipped  without  a  moment's  unnecessary 
delay. 

We  have  written  you  on  various  occasions  regarding 
several  orders  that  are  still  pending  in  our  files,  but 
have  not  received  your  reply. 

Please  understand  that  as  far  as  your  financial 
worth  Is  concerned  we  should  be  glad  to  extend  your 
credit  for  a  much  greater  sum  than  is  represented  by 
these  orders,  but  the  difference  on  the  account  to  which 
we  have  already  referred  seems  to  stand  in  the  way  of 
their  prompt  execution  and  we  should  be  pleased  to 
have  your  explanation  regarding  this  balance  as  soon 
as  convenient. 

We  are  in  receipt  of  your  postal  asking  us  to  hurry 
shipment  of  your  goods,  but  we  appear  to  be  without 
response  to  our  letters  of  June  14  and  20. 

We  shall  be  very  glad  to  proceed  with  the  shipment 
if  you  will  send  us  a  deposit  to  apply  on  the  order  and 
give  us  permission  to  send  draft  with  B-L  to  your 
bank. 

Kindly  inform  us  by  return  mail  so  that  we  shall 
know  how  to  proceed. 

We  are  in  receipt  of  your  letter  of  July  2  and  regret 
you  did  not  feel  able  to  send  us  a  remittance  to  enable 
us  to  ship  the  order  which  we  are  holding.  We  have 
the  goods  all  packed  and  ready  to  go  to  you,  and  if 
you  do  not  expect  to  use  them  on  the  terms  suggested, 
wUl  you  kindly  inform  us  upder  cover  of  the  enclosed 


210  SPECIFIC    TYPES    OF    LETTERS 

stamped  envelope  so  that  we  can  return  them  to  stock 
without  further  delay. 

You  appreciate  that  it  would  give  us  great  pleasure 
to  ship  the  goods  on  open  account,  but  in  view  of  the 
delinquent  nature  of  your  payments  for  some  time  past 
and  the  fact  that  you  are  not  able  to  promise  any  im- 
provement, we  do  not  feel  able  to  make  the  shipment 
in  this  way. 

We  shall  await  your  reply. 

A  frank  letter  to  a  thick-skinned  customer  who  has  regularly 
resisted  payment: 

We  have  received  through  our  agent,  Mr.  James, 
your  order  of  October  10  for  dry  goods,  amounting  to 
$245. 

Now,  Mr.  Wort,  as  you  are  well  aware,  whenever  we 
have  had  a  bill  with  you  of  over  $100,  we  have  been 
compelled  to  incur  the  expense  of  an  attorney  for  col- 
lection long  after  the  account  was  due,  and  it  seems, 
if  we  were  to  fill  this  order,  we  should  be  inviting  a 
repetition  of  the  same  trouble. 

It  Is  true,  you  paid  our  draft  for  the  last  bill  of 
about  $50  very  promptly,  which  certainly  counts  in 
your  favor ;  but  the  amount  involved  at  present  Is  sev- 
eral times  that  sum,  and  we  consider  it  best  to  write 
you  and  put  the  matter  of  payment,  in  case  we  ship  the 
goods,  up  to  you  frankly,  and  ask  you  for  some  assur- 
ance that  if  we  ship,  the  amount  will  be  paid  with 
reasonable  promptness. 

We  are  always  willing  to  help  our  customers  out  in 
a  pinch  with  a  little  extra  time;  but  we  must  know 
the  date  when  we  may  depend  on  payment  being 
made,  before  we  ship  your  order.  Undoubtedly  you 
will  appreciate  the  fact  that  it  is  necessary  for  us  to 
have  this  information. 

What  will  you  do  to  satisfy  us  concerning  that 
point? 


COLLECTION   LETTERS— SPECIAL   PHASES      211 

Courteous  treatment  of  a  customer  who  has  disregarded  plain 
instructions:  (Note  the  assumption  that  the  money  will  be 
paid,  and  the  careful  subordination  of  unpleasant  state- 
ments. ) 

Our  investigations  of  the  financial  statement  you 
kindly  offered  us  on  May  2  have  now  ended,  with  re- 
sults, we  are  pleased  to  say,  that  confirm  the  present 
arrangement  in  regard  to  your  line  of  credit.  This  ar- 
rangement, you  will  remember,  limits  time  accommoda- 
tions to  $300  or  thereabouts. 

It  is  our  purpose,  we  want  you  to  know,  after  condi- 
tions have  been  improved  and  our  dealings  have  proved 
satisfactory  on  this  basis,  to  enlarge  considerably  on 
this  amount,  but  in  the  meantime  we  shall  use  our 
best  endeavors  to  meet  your  requirements  satisfac- 
torily within  its  limitations. 

Inasmuch,  therefore,  as  the  order  packed  under  your 
instructions  of  June  2  runs  $2G0  in  excess  of  the  limit 
referred  to,  an  advance  payment  of,  say,  $200  or  $250 
will  be  required  if  the  present  terms  are  to  apply.  We 
hope  that  you  can  conveniently  forward  this  amount; 
then  you  can  be  sure  the  shipment  will  go  forward  at 
once. 

Please  instruct  us  promptly.  Will  you  not  accept 
at  the  same  time  our  assurance  that  we  will  give  the 
most  careful  attention  to  the  dispatch  of  your  business. 

Sending  the  order,  with  an  implication  that  it  might  have  been 
held  up: 

While  passing  your  order  of  June  25  for  immediate 
shipment,  we  notice  that  one  item  of  your  account, 
under  date  of  March  19,  amounting  to  $29.11,  has  ap- 
parently escaped  your  attention. 

Without  question  it  is  your  desire  to  look  after  mat- 
ters of  this  nature,  and  we  shall  therefore  expect  a 
remittance  in  order  that  the  account  may  be  kept  in 
proper  balance. 


212  SPECIFIC    TYPES    OF    LETTERS 

In  filling  your  order  we  notice  that  the  amount  some- 
what exceeds  your  cash  credit.  However,  we  know 
that  you  want  the  items  selecte<l  and  we  shall  make 
full  shipment,  asking  that  you  kindly  remit  us,  on  the 
arrival  of  the  goods,  the  balance  remaining  unpaid, 
thus  preventing  possible  confusion  in  your  account  here- 
after. 

We  feel  assured  that  you  will  appreciate  the  courtesy, 
and  we  believe  that  an  increase  in  our  business  rela- 
tions would  result  to  our  mutual  advantage. 

207.  Letters  to  an  angry  customer.  If  the  urgent 
measures  taken  offend  the  debtor  so  that  he  writes  a  pro- 
test, the  position  of  the  creditor  is  strengthened  rather 
than  weakened,  for  he  can  assume  an  error  somewhere, 
smooth  over  the  injured  feelings  of  the  customer  by 
assuring  him  of  the  good  will  of  the  house,  and  confi- 
dently ask  for  a  settlement  of  the  account.  He  takes  the 
customer's  protest  to  imply  that  friendly  measures 
would  produce  results,  and  this  makes  it  logical  to  sup- 
pose that  the  friendly  intentions  of  the  house  have  not 
been  made  clear. 

We  share  your  regret  at  the  unfortunate  circum- 
stances that  have  occurred  recently  in  connection  with 
your  account,  and  assure  you  that  we  shall  do  all  in 
our  power  to  prevent  other  misunderstandings  from 
arising.  In  that  connection,  since  there  still  remain 
several  debits  and  credits  which  we  do  not  understand 
satisfactorily,  we  have  thought  it  best  to  forward  an 
entire  statement  of  your  account  taken  since  January 
14,  1914,  when  last  it  appeared  as  balanced. 

Will  you  kindly  compare  these,  one  by  one.  with  your 
records  and  inform  us  where  they  differ,  giving  us  a 
full  explanation?  Then,  if  necessar}%  we  shall  be  glad 
to  enter  proper  corrections. 


COLLECTION   LETTERS— SPECIAL   PHASES      213 

We  are  very  sorry  indeed  to  learn  from  your  letter 
of  June  22  that  you  have  been  inconvenienced  by  our 
sending  you  a  draft  for  an  overdue  balance.  We  find 
that  you  have  received  reminders  of  this  kind  and  feel 
8ure  that  if  you  had  written  us,  this  misunderstanding 
would  not  have  occurred. 

In  order  to  enable  you  to  make  a  thorough  investi- 
gation, we  inclose  a  statement  of  the  account  showing 
the  balance  due  at  the  present  time. 

It  would  appear  from  your  statement  that  the 
amount  of  $7.04  is  offset  by  an  unadjusted  claim.  We 
have  made  a  thorough  investigation  of  our  files  but 
cannot  find  any  papers  showing  an  unadjusted  claim 
of  this  amount.  Will  you  let  us  hear  from  you  further? 
We  are  anxious  to  make  satisfactory  adjustment. 

2o8.  Claims  of  discrepancy.  The  creditor  has  from 
the  beginning  of  the  follow-up  asked  if  there  was  a  pos- 
sible error  in  the  statement;  partly  because  it  implies 
courteously  that  he  may  be  at  fault,  partly  because  on 
grounds  of  practical  necessity  he  must  remedy  errors 
before  he  can  collect.  Consequently  he  must  be  pre- 
pared to  receive  claims  of  all  kinds  and  to  discuss  them 
without  giving  up  his  own  rights,  but  without  denying 
those  of  the  customer.  His  letters  should  show  a  cordial 
desire  to  straighten  matters  out,  and  imply  a  confidence 
that  whatever  is  due  will  be  paid.  If  unjustifiable  claims 
are  made,  his  letter  is  definite  and  unyielding,  but  clear 
and  precise  in  the  information  it  gives. 

Discrepancies  explained — situation  not  serious: 

Your  prompt  response  to  our  letter  of  June  27  en- 
abled us  to  locate  the  remittance  of  $17.10  which  you 
had  written  was  forwarded  to  us.  We  find  that  through 
error  it  was  applied  to  an  entirely  different  account. 


214  SPECIFIC    TYPES    OF    LETTERS 

We  thank  you  very  sincerely  for  your  assistance, 
and  hope  the  blunder  has  caused  you  no  serious  incon- 
venience. 

In  compliance  with  your  request  we  are  enclosing  a 
complete  statement  of  your  account  beginning  with 
October  21,  1913. 

You  will  notice  that  the  charge  of  $6.53  referred  to 
in  our  various  letters  is  billed  on  May  6,  1914,  which 
was  the  time  that  we  discovered  our  mistake  in  charg- 
ing another  customer  for  that  shipment.  The  actual 
date  of  the  invoice  was  July  3,  1913,  and  is  the  date 
the  goods  were  shipped  to  you. 

If  this  statement  does  not  clearly  explain  the  matter 
to  you  we  will  have  another  one  made  out  beginning  at 
an  earlier  date. 

Please  write  us  by  return  mail. 

Complying  with  your  request  of  June  27,  we  are  en- 
closing an  itemized  statement  of  your  account  on  which 
there  is  at  present  appearing  a  balance  of  $15.98. 

Our  statement  just  previous  to  this  did  not  take  into 
consideration  your  debits  of  June  25  and  27,  or  your 
credits  of  June  28  and  29,  which  would  leave  at  that 
time  a  discrepancy  of  $48.63  appearing  in  your  account. 
Upon  comparing  the  enclosed  statement  with  your 
records,  we  trust  you  will  find  it  correct,  and  that  it 
may  have  your  further  attention. 

If  you  will  kindly  refer  to  your  past  records,  you  will 
find  that  a  portion  of  these  credits  of  June  1  and  6, 
amounting  to  $6.95  and  $.85  respectively,  were  applied 
on  former  invoices,  covering  them  in  full. 

We  are  enclosing  an  itemized  statement  of  your  ac- 
count listing  all  debits  and  credits  which  we  have 
record  of.  You  will  note  there  was  also  due  you  a  bal- 
ance of  $5.31  which  we  have  returned. 

Should  our  books  differ,  however,  if  you  will  kindly 


COLLECTION   LETTERS— SPECIAL   PHASES      215 

write  us  full  details,  we  shall  be  pleased  to  give  the 
matter  our  further  attention  and  inform  you  accord- 
ingly. 

We  have  looked  up  the  small  balance  of  $1.43  you 
v/rote  about  on  July  4,  and  find  that  it  arises  in  the 
following  way. 

When  sending  us  a  check  December  15,  amounting 
to  $56.49,  you  deducted  the  sum  of  $.57  for  discount, 
which  was  allowed,  and  $7.04  for  returned  merchandise, 
whereas  we  allowed  but  $6.83,  this  being  the  entire 
amount  of  merchandise  returned. 

If  you  will  add  your  credits  as  listed,  namely,  $7.04, 
$.57,  and  $56.49,  you  will  find  that  the  total  of  these 
amounts  is  but  $64.10,  whereas  in  your  addition  you 
have  made  this  amount  $65.10,  which  is  the  total  of 
Invoice  11302.  This  leaves  a  balance  on  this  invoice 
of  $1.21. 

We  find  when  remitting  for  the  Invoice  amounting 
to  $13.85  you  forwarded  but  $13.63,  which  explains  the 
other  $.22. 

We  trust  that  with  the  help  of  this  information  you 
will  see  that  the  amount  is  still  due  us,  and  let  us  have 
a  remittance  to  cover  it. 

In  reply  to  your  letter  of  June  28,  which  unfortu- 
nately has  been  somewhat  delayed,  we  find  that  you 
really  should  have  received  the  benefit  of  the  discount. 
We  have  therefore  instructed  our  bookkeeper  to  see 
that  your  account  is  credited  with  93c. 

We  are  very  sorry  for  the  misunderstanding  which 
has  resulted  and  assure  you  that  we  shall  take  steps 
to  see  that  it  does  not  occur  again. 

We  find  upon  checking  the  account  that  you  owe,  ap- 
parently, a  small  balance  of  $3.22.  If  your  books  show 
this  amount  to  be  offset  by  a  pending  claim,  we  would 
ask  you  to  kindly  let  us  have  the  facts  so  that  we  can 
investigate. 


216  SPECIFIC    TYPES    OF    LETTERS 

An  old  discrepancy  explained: 

We  are  indeed  sorry  to  learn  from  Mr.  F.  A.  Peters, 
who  has  been  recently  out  in  Kansas  City,  that  through 
some  misunderstanding  you  have  ceased  to  do  business 
with  our  Arm. 

We  are  most  desirous  of  straightening  this  out  to 
your  entire  satisfaction.    Will  you  not  help  us  out? 

December  8,  we  have  record  of  returning  to  you  an 
American  Express  Money  Order  in  the  sum  of  $6.25, 
which  was  the  credit  balance  at  that  time  appearing 
on  your  account. 

We  are  enclosing  an  itemized  statement  listing  all 
debits  and  credits,  which  will  plainly  show  the  origin  of 
it.  If  incorrect,  will  you  inform  us  where  we  have 
,  erred?  We  assure  you  it  will  have  our  immediate  con- 
sideration. 

We  shall  hope  to  get  your  orders  again,  but  before 
all  else  we  want  to  give  you  satisfaction. 

Discrepancy  claimed — unjustly: 

We  received  your  letter  of  June  25,  containing  a 
.  draft  for  $18.03,  for  which  amount  your  account  has 
been  properly  credited. 

There  appears  to  be  some  misunderstanding  in  con- 
nection with  the  condition  of  your  account.  We  find, 
however,  that  a  full  statement  was  sent  to  you  on 
June  9,  showing  at  that  time  a  balance  of  $49.49.  This 
balance  has  been  reduced  to  $35.99,  which  is  the  amount 
you  apparently  owe  us  at  the  present  time. 

If  the  statement  we  sent  to  you  is  not  correct  we 
would  like  to  have  you  point  out  the  difference  so  that 
we  can  take  steps  to  make  an  intelligent  investiga- 
tion. In  your  reply  you  simply  made  a  general  state- 
ment to  the  effect  that  all  of  your  bills  have  been 
paid. 

We  would  like  to  hear  from  you  definitely  as  we  are 
anxious  to  check  up  the  account. 


COLLECTION   LETTERS— SPECIAL   PHASES      217 

"We  are  in  receipt  of  your  letter  of  June  11  in  which 
you  state  that  invoice  of  June  26,  1914  and  November  1, 
1914,  for  $21.51  and  $22.12  respectively,  were  both  paid. 

Will  you  not  kindly  give  us  the  dates  on  which 
payment  for  tliese  bills  was  forwarded?  If  included 
in  remittances  for  other  bills,  kindly  give  us  the 
amount  of  the  remittance  and  the  other  bills  which  it 
was  intended  to  cover. 

As  a  matter  of  fact,  it  would  be  much  more  satisfac- 
tory if  you  would  take  the  statement  which  we  rendered 
you  showing  a  balance  of  $62.03,  and  make  up  a  state- 
ment from  your  books  showing  how  the  charges  listed 
on  that  statement  were  paid.  We  can  then  check  the 
matter  up  with  our  books  and  if  there  ai'e  any  remit- 
tances or  credits  which  you  claim  that  do  not  appear, 
we  can  investigate  properly. 

We  shall  await  your  response. 

Your  response  to  our  letter  of  June  27  has  been  re- 
ceived and  we  really  do  not  know  what  steps  should 
be  taken  to  follow  your  request. 

The  statements  of  your  account  which  have  been 
sent  you  on  two  different  occasions  recently,  give  ex- 
actly the  information  mentioned  and  should  enable 
you  to  verify  your  records  very  easily. 

You  will  find  by  examining  this  statement  that  there 
are  many  bills  that  are  of  very  old  origin  which  you 
have  partially  paid,  but  have  not  entirely  accounted 
for.  These  have  all  been  enumerated  on  the  state- 
ment, together  with  all  credits  applying  against  them, 
and  we  believe  that  you  will  find,  after  carefully 
checking  up  the  different  sums,  that  we  are  really  en- 
titled to  the  complete  balance  of  $327.33  mentioned. 

If  you  are  unable  to  proceed  as  we  suggested  toward 
checking  up  your  records,  the  only  other  course  remain- 
ing is  to  send  us  a  complete  transcript  of  your  ledger 
record  showing  what  bills  you  believe  are  due  us. 


218  SPECIFIC    TYPES    OF    LETTERS 

On  receipt  of  this  we  will  take  pleasure  in  locating 
and  accounting  for  any  differences  which  may  exist. 
Please  adopt  one  of  these  methods,  and  Inform  us  fully 
as  soon  as  possible. 

209.  Part  payments.  To  accept  part  payments  cor- 
dially as  an  evidence  of  the  debtor's  good  faith,  is  not 
only  just  to  his  situation — ^he  is  probably  pressed  for 
money — but  is  wise  strategy  also.  Payment  of  any  sort 
on  an  account  is  an  acknowledgment  that  it  is  due,  and 
gives  the  creditor  a  strong  position  legally.  The  Statute 
of  Limitations,  moreover,  begins  to  run  against  an  ac- 
count from  the  date  of  the  last  payment,  instead  of  from 
the  date  when  it  was  originally  incurred;  so  that  to 
accept  a  part  payment  gives  the  creditor  more  time  in 
which  he  may  collect  the  account  before  it  becomes  out- 
lawed. 

A  letter  acknowledging  part  payment  should  express 
appreciation  and  show  the  exact  status  of  the  account, 
though  it  need  not  emphasize  the  fact  that  a  debt  still 
exists. 

We  are  very  sorry  to  learn  that  you  have  had  diflB- 
culty  in  making  collections.  We  note  that  you  expect 
to  send  us  substantial  payments  on  account  once  or 
twice  a  week,  and  will  gladly  assist  you  by  accepting 
this  method  of  settlement. 

We  hope  that  you  will  find  business  conditions  in 
your  section  continue  to  improve. 

We  take  pleasure  in  acknowledging  receipt  of  youi* 
check  of  June  11,  amounting  to  $25.95. 

This  has  been  credited  to  your  account,  balancing  it 
to  April  25,  on  which  date  we  shipped  you  goods, 
amounting  to  $11.02. 


COLLECTION   LETTERS— SPECIAL   PHASES      219 

Thank  you  for  your  draft  of  June  22,  amounting  to 
$10.25,  which  leaves  your  account  balanced  up  to  the 
invoice  of  June  24. 

You  may  consider  this  letter  a  receipt  In  full  to  that 
date. 

We  acknowledge  with  thanks  receipt  of  your  check 
for  $26.08. 

You  will  note  that  our  statement  called  for  $26.28 
to  settle  this  bill.  According  to  it  we  credited  your  ac- 
count $26.08  cash,  freight  .26,  discount  .87,  leaving  .20 
charged  to  your  account. 

I  notice  that  during  my  vacation  you  were  written 
to  about  payment  on  your  account,  and  that  a  total  of 
about  $200  was  paid  during  the  month  of  June,  for 
which  I  wish  to  express  my  appreciation. 

I  sincerely  trust  that  though  July  is  rather  a  dull 
month,  it  may  be  lively  enough  with  you  so  that  you 
will  find  it  possible  to  reduce  the  account  materially. 
When  you  find  it  convenient,  I  shall  be  pleased  to  hear 
from  you,  now  that  I  am  back  on  the  job  and  can  look 
after  matters. 

According  to  your  request,  we  have  applied  your 
June  28  remittance  of  $11.20  against  the  invoices  of 
March  1  and  2,  covering  them  in  full. 

Thank  you  for  the  payment. 

We  have  received  your  check  of  $66.26,  for  which 
We  thank  you.  This  with  the  proper  discount  of  67c 
has  been  placed  to  your  credit. 

We  notice,  however,  that  your  invoice  of  June  14 
amounted  to  $67.93,  which  would  leave  this  remittance 
$1.00  short.  Will  you  not  explain  whether  this  was  an 
error,  or  a  deduction?  We  have  no  data  to  explain  it  in 
the  latter  case. 


220  SPECIFIC    TYPES    OF    LETTERS 

210.  Granting  extensions.  When  allowing  a  cus- 
tomer's request  for  an  extension  of  time  in  which  to 
pay  his  account,  the  creditor  should  do  so  cheerfully  and 
at  the  beginning  of  the  letter.  But  in  order  to  avoid 
seeming  to  treat  the  matter  carelessly,  in  the  next  para- 
graph he  should  go  over  his  reasons  for  taking  this 
action.  Even  a  brief  and  conventional  statement  has  a 
better  educational  effect  upon  the  customer  than  no 
statement ;  and  the  opportunity  exists  to  show  a  friendly 
interest,  even  though  expressed  in  few  words.  Or  if  a 
warning  must  be  given,  this  is  the  place  for  it.  A  cour- 
teous paragraph  at  the  end  can  be  based  specifically  upon 
the  letter  written  by  the  customer. 

We  are  pleased  to  be  able  to  grant  your  request  of 
May  1  for  twenty  days'  extension  on  your  account 
up  to  that  date. 

Your  reasons  for  asking  the  favor  were  carefully 
considered,  and  we  appreciate  that  the  present  season 
has  been  unfavorable  for  disposing  of  the  goods  r^- 
resented  by  these  invoices.  We  are  glad  to  see  that 
business  in  that  line  is  improving,  so  that  you  can  remit 
by  May  20. 

Accept  our  hearty  good  wishes  for  your  tourist 
season. 

211.  Refusing  extensions.  When  refusing  a  request 
for  an  extension  the  creditor  should  first  announce  his 
decision  as  courteously  as  possible,  then  present  his  rea- 
sons at  some  length,  and  end  courteously.  If  possible, 
he  should  lay  stress  on  the  pleasant  and  positive  ele- 
ments of  the  transaction.  If,  for  instance,  he  is  able  to 
grant  a  part  of  the  request,  he  can  announce  the  fact 
with  pleasure,  showing  his  willingness  to  accommodate 


COLLECTION   LETTERS— SPECIAL   PHASES      221 

the  customer  as  much  as  he  can.  He  should  avoid  mak- 
ing a  curt  refusal. 

The  principles  that  govern  this  stage  of  the  negotia- 
tions are  important.  First,  it  should  be  remembered  that 
extensions  are  common  and  that  the  chief  concern  of  the 
creditor  should  be  to  insist  that  they  be  asked  for — not 
taken  without  asking.  Second,  the  creditor  should  rep- 
resent his  policy  as  a  reasonable  one,  which  he  is  always 
glad  to  explain.  Third,  he  should  at  every  stage  of  busi- 
ness relations  invite  the  confidence  of  his  customers, 
since  only  thus  can  he  keep  close  and  intelligent  watch 
over  their  situation.  It  need  not  be  said  that  he  does 
not  rely  too  much  on  excuses  given  by  delinquents,  but 
that  he  cultivates  a  confidential  relation  as  one  vital 
element  among  his  sources  of  credit  information  and  as 
a  valuable  check  on  his  policy.  Since  this  attitude  may 
tempt  some  men  to  ask  more  favors  than  they  need,  he 
must  show  firmness  in  dealing  with  them ;  but  since  the 
attitude  is  intended  to  draw  out  a  frank  statement  of 
the  customer's  position,  he  should  never  be  peremptory 
in  his  letters  at  this  stage. 

Uniform  courtesy  in  refusing  an  extension,  then,  is 
the  only  tone  that  can  logically  be  adopted.  A  fairly 
long  letter  should  be  sent — never  a  short  one — and  no 
matter  how  much  pressure  it  brings  to  bear,  it  should 
begin  and  end  pleasantly.  If  the  terms  it  lays  down  are 
not  complied  with,  there  is  plenty  of  time  for  peremp- 
tory letters  afterward. 

A  qualified  refusal,  with  emphasis  on  the  allowanee  made: 
We  have  received  your  letter  of  February  6  asking 


222  SPECIFIC    TYPES    OF    LETTERS 

us  to  grant  a  further  extension  of  60  days  on  the  In- 
voices now  due,  amounting  to  $241.50.  Although  we 
cannot  do  precisely  as  you  request,  we  are  glad  to  give 
you  what  assistance  lies  in  our  power. 

If  you  will  send  us  your  check  for  $41.50  and  two 
interest-bearing  notes  for  .$100  each,  signed  by  your 
president  or  your  treasurer,  one  for  30  days  and  one 
for  60  days,  we  shall  take  pleasure  in  accepting  them. 
We  believe  this  method  of  meeting  the  amount  will 
enable  you  to  take  care  of  it  without  too  much  incon- 
venience. Our  reason  for  asking  for  the  personal  in- 
dorsement of  one  of  your  ofl3cers  is  that  the  rules  of 
our  house  do  not  allow  us  to  accept  company  indorse- 
ments. 

While  we  regret  being  unable  to  allow  the  full  ex- 
tension, we  believe  you  will  appreciate  the  fact  that 
our  goods  are  sold  on  narrow  margins,  and  that  we  are 
obliged  to  adopt  a  somewhat  stricter  policy  in  exten- 
sions than  we  should  otherwise.  Since  the  amount  in- 
volved is  small  in  proportion  to  the  amount  of  business 
you  do,  we  are  confident  that  you  will  not  find  our  plan 
inconvenient. 

Thank  you  for  your  frank  explanation  of  your  posi- 
tion, which  enables  us  to  co-operate  with  you  in  this 
manner. 

A  refusal,  to  a  ''poor  pay"  customer,  giving  reasons:    (Only  two 
of  his  frequent  delinquencies  are  mentioned.) 

We  regret  that  we  have  been  obliged  to  take  an  un- 
favorable position  toward  your  request  of  December  2 
for  further  extension  on  your  account 

That  you  may  not  think  us  unreasonable,  may  we 
call  your  attention  to  the  fact  that  when  granting  the 
extension  you  have  already  enjoyed,  we  did  so  on  the 
understanding  that  this  was  the  utmost  our  policy 
would  allow.  We  remind  you  also  that  in  a  similar  case 
last  March  you  allowed  your  small  note  of  $28.00  to  go 


COLLECTION   LETTERS— SPECIAL   PHASES      223 

to  protest.  While  we  are  willing  to  meet  our  customers 
half-way  in  adjusting  difficulties  incident  to  business, 
we  believe  that  the  small  amount  at  present  in  question 
can  be  met  without  serious  eCfort,  and  shall  ask  you 
kindly  to  send  us  your  check  for  the  amount  due. 
We  wish  you  the  compliments  of  the  season. 

A  refusal,  on  grounds  of  policy,  to  a  fairly  good  customer: 

We  have  received  your  letter  of  May  24,  asking  us  to 

accept  your  note  for  the  amount  of  $70.59  now  past 

due.    In  justice  to  our  business  we  think  you  ought  not 

to  ask  this  favor  of  us. 

It  is  our  regular  policy  not  to  accept  notes,  for  the 
nature  of  our  business  is  such  that  we  absolutely  can- 
not afford  it.  The  terms  we  regularly  allow  represent 
the  best  we  can  do.  If  our  accounts  were  large  and 
our  goods  of  such  a  nature  that  they  moved  slowly,  the 
situation  would  be  entirely  different,  and  we  should  be 
quite  willing  to  allow  more  time ;  but  as  it  is,  our  goods 
are  sold  in  a  few  days  after  the  opening  of  the  season 
and  our  dealers  receive  payment  for  them  in  a  short 
time.  Under  these  circumstances,  you  will  agree  with 
us  that  it  is  not  really  just  to  ask  us  to  accept  notes. 

We  trust  that  you  will  understand  our  position, 
which  we  are  glad  to  make  clear,  and  that  you  will 
send  us  a  check  promptly  to  cover  your  account. 

212.  Acknowledging  settlement.  "Wlaen  the  efforts 
of  the  creditor  have  been  crowned  with  success  and  the 
account  is  settled,  the  acknowledgment  should  be  prompt 
and  cordial,  and  as  brief  as  possible.  The  least  said 
about  the  delinquency,  the  soonest  mended.  But  the 
letter  may  well  contain  sales  material  as  evidence  that 
the  house  desires  to  keep  on  good  terms  and  appreciates 
the  customer's  trade.  Let  the  dead  past  bury  its  dead, 
and  go  after  the  next  order. 


224  SPECIFIC    TYPES    OF    LETTERS 

If  the  customer  sends  in  an  angry  letter  with  his  re- 
mittance, the  opportunity  for  education  in  collection  and 
credit  problems  should  not  be  lost,  and  the  good  will  of 
the  house  toward  its  customers  should  be  set  forth. 
Such  a  letter  may  do  much  to  prevent  future  delin- 
quency. A  good  arrangement  of  material  in  such  a 
letter  would  be  a  paragraph  expressing  regret,  one  ex- 
plaining the  policy  of  the  house,  and  one  containing  sales 
material, 

213.  Courtesy  vs.  rough  treatment.  Almost  invari- 
ably, the  letters  from  a  collection  department  should  be 
courteous.  Very  seldom  are  rough  treatment  and  severe 
language  of  much  value.  Their  appeal  is  chiefly  to  fear ; 
and  fear  becomes  most  active  when  the  threat  made  is  to 
be  carried  out  at  once.  Any  debtor  knows  that  this  is  un- 
likely, especially  early  in  the  negotiations.  A  more  suc- 
cessful appeal  can  usually  be  made  to  pride ;  but  severe 
language  destroys  pride,  leaving  only  anger.  Another 
successful  appeal  can  be  made  to  self-interest;  but  the 
strongest  appeal  to  self-interest  is  the  suggestion  that  the 
customer  keep  his  standing  good  in  the  eyes  of  the  busi- 
ness world,  while  severe  language  shows  that  this  stand- 
ing is  already  injured.  The  delinquent  feels  that  he 
might  as  well  hang  for  a  sheep  as  a  lamb;  he  has  for- 
feited the  good  will  of  the  creditor,  as  the  severe  lan- 
guage of  the  latter  has  shown,  and  might  as  well  continue 
to  withhold  the  money  until  force  is  actually  employed. 
Thus  courtesy  is  more  effective  than  severity  in  getting 
the  money;  while  no  one  will  doubt  its  superior  effec- 
tiveness in  keeping  the  customer. 


COLLECTION    LETTERS— SPECIAL    PHASES      225 

The  action  taken  must,  of  course,  often  be  severe ;  but 
the  language  should  always  be  less  severe  than  the  situa- 
tion seems  to  warrant,  A  study  of  the  examples  shown 
throughout  this  chapter  and  the  preceding  one  will  show 
that  much  of  their  success  in  maintaining  a  courteous 
appearance  is  due  to  their  use  of  circumlocutions  and 
euphemistic  phrases.  The  writer  of  collection  letters 
does  well  to  provide  himself  with  a  large  vocabulary,  so 
that  on  occasion  he  can  avoid  calling  a  spade  a  spade. 
Stress  can  be  laid,  too,  upon  the  impersonal,  automatic 
nature  of  whatever  action  is  taken,  showing  that  it  is  an 
obligation  of  business  that  the  house  regrets  and  has 
tried  to  avoid.  Appreciation  can  always  be  shown  of 
past  business. 

However  courteous  the  writer  of  collection  letters  may 
be,  he  must  never  retract  a  demand  once  made — though 
he  will  be  cautious  about  making  demands — and  he  must 
always  definitely  imply  or  state  that  the  account  is  due. 

Sharp  language  has  a  value  at  times  to  stir  a  sluggish 
mind  to  action,  but  a  little  goes  a  great  way.  Or  when 
a  customer  has  deliberately  taken  a  wrong  position,  the 
house  must  use  a  strong  hand,  though  it  maintains  its 
dignity. 

The  following  series  of  letters  was  given  by  a  promi- 
nent credit  and  collection  manager  as  a  case  in  which 
the  right  amount  of  severity — used  upon  this  particular 
customer — worked  better  than  any  amount  of  courtesy. 
But  even  here,  note  that  the  language  is  decidedly  re- 
strained, and  more  effective  for  that  reason.  The  last 
letter  of  the  series  brought  a  profuse  apology  from  the 
customer, 


226  SPECIFIC    TYPES    OF    LETTERS 

Letters  about  property  statement  used  as  vehicle  for  collection: 
(To  the  customer) 

Our  credit  files  show  that  you  take  your  inventory 
usually  about  the  middle  of  February.  Accordingly, 
since  it  is  customary  with  us  to  receive  our  credit  in- 
formation from  time  to  time,  and  as  we  have  no  recent 
information  from  you,  we  take  the  liberty  of  asking 
you  if  it  would  be  convenient  for  you  to  put  us  in  touch 
with  the  present  condition  of  your  affairs. 

We  trust  it  will  be  your  pleasure  to  send  us  this  in- 
formation on  the  blank  that  we  enclose,  although  any 
other  form  you  desire  will  be  equally  satisfactory. 

We  hope  that  the  outlook  is  favorable  in  your  sec- 
tion for  a  prosperous  spring  and  summer  business. 

(From  the  customer) 

We  are  in  receipt  of  your  letter  of  February  16,  and 
would  like  to  know  where  you  get  your  information 
from,  stating  that  we  take  our  inventory  in  the  middle 
of  February.  We  cannot  see  why  we  are  under  obliga- 
tions to  give  you  a  statement  of  our  affairs,  as  we  give 
them  to  Bradstreet  and  Dun's  and  if  they  are  not  satis- 
fied as  to  our  rating,  we  certainly  do  not  want  you  to 
take  any  chances  on  us.  This  is  the  first  mercantile 
house  that  has  ever  asked  this  of  us.  While  we  are  not 
at  all  afraid  to  make  any  statement  at  any  time,  yet 
we  are  not  receiving  an  amount  of  credit  of  you  that 
should  justify  your  having  a  statement. 

If  our  account  is  not  satisfactory  with  you,  just 
kindly  let  us  know  by  return  mail  so  we  can  arrange 
without  any  inconvenience  to  you  or  us. 

We  regret  that  we  cannot  comply  with  your  wishes. 

(To  the  customer) 

We  have  your  letter  of  February  22,  and  regret  you 
do  not  feel  disposed  to  send  us  the  statement  which 
we  requested. 


COLLECTION   LETTERS— SPECIAL   PHASES      227 

The  reason  we  wrote  you  direct  was  that  we  did  not 
find  any  1914  statement  in  the  agencies,  whose  report 
we  have  before  us,  the  last  statement  sent  us  in  re- 
sponse to  our  recent  request  being  that  of  February, 
1913.  The  reason  we  stated  our  understanding  that 
you  take  inventory  the  middle  of  February  was  that  in 
your  1913  statement  to  the  agencies  they  stated  that 
the  condition  was  given  to  them  as  of  February  14, 
1913.  The  reason  we  felt  the  necessity  of  recent  figures 
was  that  not  only  has  your  small  account  with  us  been 
slow  but  from  reports  we  have  before  us  we  note  you 
have  been  slow  in  many  other  quarters. 

It  is  not,  of  course,  necessary  that  you  should  give 
us  this  statement  unless  you  desire  to  do  so.  When  we 
want  definite  information  we  always  feel  perfectly  jus- 
tified in  going  direct  to  the  customers ;  they  certainly 
know  more  about  their  business  than  any  one  else,  and 
we  did  so  in  this  case  because  we  did  not  find  it  in  the 
agency  sources.  We  have  always  felt  the  more  closely 
we  are  in  touch  with  our  customers  and  their  affairs, 
the  better  able  are  we  to  serve  them,  and  we  make  no 
apology  in  asking  any  concern  to  put  us  in  touch  with 
the  condition  of  their  business. 

We  would  not  feel  justified  under  the  circumstances 
in  forwarding  goods  without  the  statement.  We  will 
again  write  the  agencies  and  ask  if  they  have  your 
recent  statement  on  file  and  if  they  have,  ask  that  they 
kindly  forward  it  to  us.  When  we  receive  it  we  will 
be  pleased  to  give  it  careful  consideration  and  advise 
you  whether  we  feel  justified  in  shipping  the  order  we 
have  upon  our  files  for  spring. 

In  the  meantime,  should  you  prefer  cancellation  of 
the  order,  it  will  be  entirely  satisfactory  to  us. 

We  shall  await  your  pleasure  in  the  matter. 

214.     Arrangement  of  material.    In  several  sections 
(195,  210,  211)  suggestions  have  been  made  about  pos- 


228  SPECIFIC    TYPES    OF    LETTERS 

sible  arrangements  of  material.  As  far  as  arrangement 
relates  to  emphasis,  the  chief  points  arising  in  collection 
letters  can  be  summed  up  briefly  here. 

A  sharp  phrase,  an  unpleasant  statement,  or  one  deal- 
ing with  a  delicate  matter,  is  much  the  strongest  at  the 
end  of  the  letter,  next  strongest  at  the  end  of  a  para- 
graph, and  least  strong  in  the  middle  of  a  paragraph  or 
sentence.    Thus  its  effect  can  be  regulated  to  fit  the  case. 

To  begin  courteously  and  end  with  a  definite  require- 
ment gives  an  impression  of  strength,  and  throws  the 
emphasis  of  climax  upon  the  requirement.  To  begin  with 
a  definite  statement  of  the  unpleasant  subject  and  to 
pass  on  to  other  matters  implies  frankness,  and  suggests 
that  the  writer  is  not  anxious  about  the  situation.  To 
begin  and  end  pleasantly,  and  to  put  the  unpleasant 
topic  in  the  middle  paragraph,  implies  an  unruffled  con- 
tinuance of  friendly  relations. 

215.  Length.  In  general,  long  letters  are  good  to 
give  an  impression  of  carefulness  and  reasonableness; 
short  letters,  to  stir  to  action.  A  long  letter  can  suc- 
cessfully "bury"  a  sharp  statement,  decreasing  the  em- 
phasis of  the  few  unpleasant  words  by  the  greater  em- 
phasis given  to  courteous  language.  Long  letters  and 
careful  handling  go  well  with  large  accounts;  short 
letters  and  insistence  with  small  accounts.  Fairly  long 
letters  at  some  stage  in  the  follow-up  series  are  essential 
to  successful  and  close  collections;  since  in  them  the 
creditor  can  explain  his  reasons  for  insistence,  uniting 
in  a  single  serious  discussion  the  effects  he  would  other- 
wise seek  to  produce  by  several  short  letters.    Only  in 


COLLECTION   LETTERS— SPECIAL   PHASES      229 

this  way  can  he  press  the  customer  closely  without  giv- 
ing offense,  for  it  is  hard  to  write  a  short  letter  which 
will  be  serious  without  seeming  peremptory.  There  is 
more  chance  to  say  the  wrong  thing  in  a  long  letter  than 
in  a  short  one,  but  careful  preparation,  and  the  right  use 
of  forms  (see  Chapter  XXI)  will  make  it  as  easy  to 
handle  as  a  short  letter. 

216.  Varying  collection  methods.  If  a  customer 
knows  that  his  creditor  will  send  four  letters  or  eight 
letters  before  resorting  to  serious  methods,  he  may  wait 
for  the  fourth  letter  so  as  to  get  the  extension  of  time. 
A  man  of  any  decency  ought  not  to  need  the  long,  cour- 
teous letter  of  discussion  more  than  once;  if  he  finds 
himself  hard  pressed  he  will  probably  write  for  the  ex- 
tension he  needs.  Accordingly,  if  a  customer  becomes 
delinquent  a  second  time  soon  after  the  first  occasion, 
the  "letter  of  discussion"  addressed  to  him  should  take 
a  decidedly  more  urgent  tone;  and  any  delinquency 
should  be  noted  on  his  personal  record  to  guide  the 
creditor's  future  action. 

217.  Retail  collections.  Essentially,  all  the  prin- 
ciples discussed  in  this  chapter  apply  to  retail  collec- 
tions as  well  as  to  wholesale.  The  retailer's  collection 
problems  differ  from  those  of  the  wholesaler  chiefly  in 
that  his  methods  of  credit  extension  are  looser  and  that 
he  sees  his  customers  more  often.  The  first  is  a  source 
of  weakness;  the  second,  rightly  used,  is  a  source  of 
strength. 

Loose  credit  extension  results  in  his  getting  a  number 
pf  "poor  pay"  accounts  on  his  books,  ^nd  in  failing  to 


230  SPECIFIC    TYPES    OF    LETTERS 

educate  his  customers  against  delinquency.  Nevertheless, 
to  a  greater  degree  than  is  commonly  practiced,  some 
sort  of  education  can  be  given  (see  163). 

After  delinquency  begins,  the  retailer's  opportunity  to 
see  his  customers  personally  can  be  turned  to  advantage. 
His  collections  are  usually  made  by  sending  a  statement 
with  a  reminder  stamped  on  it,  or  a  printed,  courteous 
form  (see  194).  When  these  do  not  avail,  the  best 
method  is  to  speak  to  the  delinquent  when  he  comes  into 
the  store,  or  to  call  him  up  by  telephone  and  ask  for  his 
help  on  his  account  by  a  certain  date.  A  letter  explain- 
ing the  situation,  like  the  letter  of  discussion  sent  by  a 
wholesaler,  will  usually  have  effect  with  reasonable 
people  who  are  only  careless. 

A.  letter  from  a  neicspaper,  explaining  its  position:    (Note  that 
the  emphatic  positions  in  the  letter  are  occupied  by  pleas- 
ant language,  and  that  the  collection  appeal  is  "buried.") 
Dear  Mr,  Fuller: 

Here  is  an  interesting  fact,  with  some  important  In- 
ferences. 

Over  5,500  families  in  the  city  of  Sacramento  are 
regular  readers  of  the  Daily  Register.  Incidentally  a 
greater  number  of  families  outside  of  Sacramento  are 
subscribers  to  the  Daily  Register.  Now  for  the  infer- 
ence. If  our  12,000  subscribers  all  were  in  arrears  on 
their  subscriptions  to  the  extent  that  you  are,  as  is 
shown  by  the  enclosed  statement,  you  can  easily  see 
that  we  would  be  carrying  a  very  large  burden  in  past- 
due  accounts. 

You  will  note  on  the  editorial  page  of  the  Daily  Reg- 
ister that  all  subscriptions  are  payable  in  advance,  and 
that  the  price  of  the  paper  in  advance  is  lower  than 
would  otherwise  be  the  case.     This  arrangement  for 


COLLECTION    LETTERS— SPECIAL    PHASES      231 

payment  in  advance  is  made  to  avoid  the  heavy  burden 
of  carrying  accounts — too  heavy  a  burden  for  a  news- 
paper, since  it  does  business  with  so  large  a  number  of 
people  whose  accounts  are  small,  and  consequently  a 
great  expense  to  take  care  of. 

We  appreciate  your  patronage  highly,  and  take  pleas- 
are  in  accommodating  you  and  our  other  friends  by  not 
pressing  them  unduly  in  regard  to  their  subscriptions. 
But  you  can  readily  see  that  to  make  the  Daily  Regis- 
ter a  better  paper,  we  need  the  money  due  us  from 
people  who  have  received  our  issues.  No  question  but 
you  have  just  overlooked  this  small  amount,  small  to 
you,  but  big  to  us.  Won't  you  take  this  letter  as  a  re- 
minder, and  send  us  the  amount  of  the  enclosed  state- 
ment by  return  mail?  Then  you  won't  overlook  it 
again. 

The  statement  is  rendered  at  the  advance  rate,  al- 
though it  is  for  a  past-due  subscription.  During  the 
month  of  April  payment  will  be  accepted  at  the  ad- 
vance rate  for  this  arrearage. 

Thank  you  for  your  past  patronage. 

Yours  very  truly, 

If  the  delinquent  has  stopped  trading  with  his  credi- 
tor, in  fear  of  being  ''dunned,"  so  that  his  business  is 
being  lost  as  well  as  the  amount  of  his  bill,  a  series  of 
sales  letters  may  bring  him  into  the  store  where  he  can 
be  asked  for  payment.  Or  more  effectively,  a  ''jogging" 
letter  can  be  sent,  expressing  regret  at  the  loss  of  his 
business,  and  asking  if  through  any  fault  of  clerks  or 
defects  of  merchandise  he  has  become  dissatisfied  with 
the  store's  service.  This  may  easily  be  the  case.  Many 
retail  customers  are  exceedingly  unbusinesslike,  and 
allow  a  small  dissatisfaction  to  turn  them  away  from  a 
55tore  where  they  owe  money.     If  this  frank  appeal  to 


232  SPECIFIC    TYPES    OF    LETTERS 

the  delinquent's  appreciation  of  the  merchant's  services 
is  not  effective,  it  is  wise  to  suppose  that  he  is  tempor- 
arily in  difficulties,  and  to  write  him  a  courteous  letter, 
asking  him  to  call  on  a  definite  date  to  discuss  a  plan  by 
which  without  serious  burden  he  can  give  the  merchant 
help  on  his  a'ccount.  The  plan  presented  in  the  conver- 
sation would  be  part  payments. 

Absolute  courtesy  and  an  emphatic  appreciation  of 
past  business  should  always  be  shown  in  retail  collec- 
tions. Nevertheless,  letters  should  be  definite,  and 
should  not  withdraw  from  a  position  once  taken;  nor 
should  they  ever  imply  that  less  than  the  whole  account 
is  to  be  paid, 

218.  Caution  in  the  use  of  examples.  Although 
the  letters  given  in  the  chapters  on  collection  letters  have 
been  successfully  used,  they  should  not  be  followed 
blindly.  Taken  as  a  whole  they  embody  logical  methods 
of  collection,  with  enough  variety  of  appeal  to  reach 
most  types  of  delinquents.  But  it  is  all-important  that 
the  writer  know  his  man,  and  judge  what  sort  of  appeal 
will  be  effective  with  him.  Because  of  the  delicacy  and 
importance  of  the  situations,  it  is  dangerous  to  write  at 
length  and  frankly  to  a  customer  about  his  attitude  and 
his  reasons  for  non-payment,  unless  the  writer  knows  the 
individual  he  is  addressing,  and  knows  how  to  use  Ian- 
gauge  with  precision.  But  the  creditor's  attitude  and  his 
reasons  for  desiring  payment  can  be  handled  at  length. 

Wise  handling  of  credits  is  better  than  urgent  col- 
lecting. An  ounce  of  prevention  is  worth  a  pound  of  cure. 

The  best  way  to  collect  bad  debts  is  to  avoid  them 


Chapter  XIV 

Sales  Letters — First  Principles 

2ig.  A  branch  of  advertising.  The  spectacular  de 
velopment  in  other  branches  of  modern  advertising  has 
extended  to  sales  letters.  The  enormous  space  given  to 
newspaper  and  magazine  advertisements,  to  street  car 
and  bill-board  display,  is  paralleled  by  the  floods  of 
sales  letters  that  fill  the  mails.  And  though  other  forms 
have  probably  reached  a  higher  general  level  of  excel- 
lence, aided  by  their  alliance  between  the  art  of  the 
writer  and  the  art  of  the  designer  and  illustrator,  never- 
theless some  sales  letters  rank  with  the  finest  products 
of  advertising,  and  even  mediocre  letters  have  a  kind  of 
effectiveness  that  no  other  variety  of  the  "appeal  to 
purchase"  can  secure. 

220.  The  letter  vs.  the  salesman.  As  compared 
with  the  visits  of  a  salesman,  letters  have  the  advantages 
of  cheapness,  of  rapidity,  and  of  precision  in  language. 
Many  thousand  letters  can  be  issued  for  the  cost  of  a 
salesman 's  trip ;  they  can  be  prepared  and  put  into  the 
hands  of  readers  in  a  tiny  fraction  of  the  time  it  would 
take  him  to  make  the  rounds ;  and  their  language  can  be 
chosen  and  regulated  so  as  to  produce  the  exact  impres- 
sion desired,  where  a  salesman's  personality  and  con- 
versation cannot  be  so  carefully  managed.  A  letter 
always  finds  the  prospective  customer  at  home,  and  can 
always  claim  at  least  a  moment  of  his  attention.    It  can 

233 
1 


1/ 


234  SPECIFIC    TYPES    OF    LETTERS 

express  the  personality  and  salesmanship  of  a  skilled 
expert — the  man  in  charge  of  a  whole  business — while 
the  salesman  may  be  a  subordinate.  The  salesman's  ad- 
vantage is  the  force  of  his  living,  breathing  personality, 
and  his  ability  to  guide  the  conversation  through  the 
objections  of  the  customer  to  a  successful  termination  in 
a  sale ;  moreover,  if  the  customer  is  not  in  a  good  mood, 
the  salesman  can  "call  again."  These  advantages  the 
letter  can  partly  offset  through  good  appearance,  per- 
sonal style,  and  skilful  arrangement  of  material  so  as 
to  dispose  of  objections  in  advance.  It  makes  an  appeal 
to  the  eye,  and  the  written  word  will  often  be  remem- 
bered longer  than  words  spoken.  It,  too,  can  "call 
again"  in  the  follow-up.  Though  the  letter  cannot  take 
the  place  of  the  salesman  for  all  purposes,  it  can  do  much 
of  his  work  in  all  businesses,  and  all  of  his  work  in  some 
businesses. 

221.  The  letter  vs.  other  advertising.  As  com- 
pared with  advertising  in  printed  periodicals,  in  street 
cars  and  on  bill-boards,  the  letter  has  the  advantages  of 
being  direct  and  personal.  It  comes  straight  to  the  per- 
son for  whom  it  is  intended,  and  claims  his  undivided 
attention.  It  takes  the  form  of  a  personal  communica- 
tion, intended  for  him  alone  and  gauged  to  his  precise 
needs.  The  fact  that  it  usually  is  a  form  letter  may 
diminish  this  personal  effect,  but  need  not  destroy  it. 
(See  Chapter  XXI.)  By  handsome  paper  and  letter- 
head and  by  good  layout  (see  277)  it  can  utilize  a  great 
deal  of  the  advantage  of  design  and  illustration. 

232.    The  letter  as  an  auxiliary.    The  claims  of  the 


SALES    LETTERS— FIRST    PRINCIPLES  235 

letter  need  not  be  urged  against  those  of  other  mediums 
of  approaching  customers,  for  it  finds  its  chief  service 
in  supplementing  them.  Letters  can  prepare  for  the 
visit  of  a  salesman,  or  keep  the  interest  of  customers 
between  his  visits,  enabling  him  to  call  less  often  and  to 
do  more  effective  business  when  he  does  call.  Letters 
can  be  written  to  people  who  have  seen  an  advertisement 
and  sent  an  inquiry ;  or  they  can  be  issued  at  the  same 
time  that  other  kinds  of  advertising  appear,  making  the 
same  appeal  from  another  angle.  They  can  aid  and 
complete  the  work  done  by  the  catalog  of  a  mail-order 
house. 

223.  Every  letter  a  sales  letter.  As  has  been  seen 
in  the  preceding  chapters,  the  intention  to  sell  goods 
should  be  an  element  in  practically  every  business  letter. 
The  courtesy  and  good  will,  the  intelligence  and  desire 
to  serve  which  appear  even  in  routine  letters  will  make 
readers  more  willing  to  buy  from  a  firm  of  such  high 
character.  Among  all  the  arguments  having  weight 
with  purchasers,  the  reliability  of  the  firm  stands  high- 
est, and  every  letter  issued  can  drive  this  argument 
home. 

Sales  material  can  be  incorporated  as  a  separate  ele- 
ment in  many  kinds  of  letters.  For  example,  when 
acknowledging  orders,  making  adjustments,  or  writing 
about  credits  and  collections,  there  is  opportunity  to^ 
speak  directly  about  the  merits  of  goods  and  the  service 
given  by  the  house.  The  unity  of  letters  on  one  subject 
should  not  be  broken  too  abruptly  by  material  on  an- 
other subject,  but  the  sales  department  can  regularly 


236  SPECIFIC    TYPES    OF    LETTERS 

supply  information  to  other  departments,  and  the 
writers  in  these  departments  can  work  this  material  in 
when  the  opportunity  offers.  Often  a  sales  folder  or 
leaflet  can  be  inserted  in  the  envelope,  but  this  is  most 
effective  when  referred  to  in  the  letter. 

224.  Announcement  vs.  appeal.  The  simplest  type 
of  sales  letter,  though  it  can  hardly  be  called  a  letter,  is 
the  announcement.  Before  the  modern  development  of 
advertising,  merchants  were  content  simply  to  state  that 
they  had  certain  goods  on  sale,  trusting  that  the  pur- 
chaser would  realize  his  own  needs  and  desires,  and 
would  come  to  buy.  ''We  have  received  and  hold  on 
display  a  quantity  of  imported  Scotch  worsteds.  Kindly 
call  and  make  your  selection. ' '  So  runs  a  typical  old- 
fashioned  announcement.  Its  tone  is  impersonal;  its 
ideas  do  not  extend  beyond  the  interests  of  the  seller. 
It  makes  no  real  attempt  to  stimulate  the  desire  to 
purchase. 

The  modern  sales  letter  is  a  personal  communication 
appealing  to  the  purchaser's  needs  and  desires.  How  it 
achieves  this  will  be  discussed  in  the  following  sections. 

Announcements  used  as  sales  letters  have,  however, 
their  valuable  place.  Their  formality  can  be  utilized  to 
suggest  the  dignity  and  reliability  of  the  house  using 
them.  Their  language  can  appeal  by  its  restraint  and 
unobtrusive  simplicity,  while  suggesting  many  attractive 
features  of  the  goods  on  sale.  Since  their  closest  parallel 
in  social  correspondence  is  the  engraved  announcement 
or  invitation,  they  probably  can  best  follow  their  logical 
possibilities  when  handsomely  printed  on  a  card  or  note 


SALES    LETTERS— FIRST    PRINCIPLES         237 

paper,  and  in  connection  with  goods  that  suggest  luxury, 
dignity,  or  beauty — qualities  that  in  large  measure 
carry  their  own  appeal.  Elsewhere  for  sales  purposes 
the  announcement  style  is  to  be  avoided,  or  at  least  be- 
fore it  is  adopted  its  merits  should  be  carefully  weighed 
against  the  merits  of  the  style  of  appeal. 

225.  "We"  or  "you."  Differently  put,  the  dis- 
tinction between  announcement  and  appeal  is  that  one 
takes  the  *'we"  attitude,  and  the  other  the  "you"  atti- 
tude. This  does  not  apply  so  fully  to  the  best  type  of 
announcement  just  discussed,  which  includes  suggested 
appeals  from  the  "you"  standpoint — the  standpoint  of 
the  customer. 

226.  Gathering  material.  The  material  for  letters 
is  secured  by  studying  the  goods  to  be  sold  and  deter- 
mining what  customers  want  of  them.  The  letter  writer 
should  go  over  every  inch  of  the  ground  in  his  search 
for  material;  he  should  study  the  goods  in  their  manu- 
facture or  production,  the  personnel  and  organization  of 
the  house  that  handles  them,  the  uses  to  which  the  cus- 
tomer can  put  them ;  he  should  collect  testimony  from 
users  belonging  to  every  class  and  concerning  use  under 
every  condition,  both  ordinary  and  extreme  cases;  he 
should  ask  his  salesmen  regularly  for  the  arguments  that 
they  find  most  effective,  and  for  the  objections  that  are 
most  often  raised  or  hardest  to  answer.  He  should  lay 
in  a  stock  of  ideas  against  future  scarcity  and  renew  it 
zealously  every  day  of  his  life,  for  it  is  a  painful  task  to 
spin  a  dozen  sales  letters  out  of  material  fit  for  only  five. 
During  all  of  his  search  he  should  keep  uppermost  in 


238  SPECIFIC    TYPES    OF    LETTERS 

his  mind  the  point  of  view  of  the  people  who  are  going 
to  huy,  so  that  he  can  present  his  material  not  as  he 
sees  it,  but  as  they,  the  users  of  the  goods,  see  it.  "What 
interest  have  they  in  a  particular  process  of  manufac- 
ture, or  in  the  personality  of  an  inventor,  or  in  the  num- 
ber of  windows  in  a  shop,  or  in  the  shape  of  a  tin  can  ? 
None  or  much,  as  the  case  may  be;  and  on  the  answer 
depends  the  usefulness  of  the  data  for  his  purposes. 

All  these  facts  can  be  shaped  into  "talking  points"  or 
arguments  which  may  at  one  time  or  another  have  value 
in  securing  sales. 

227.  Salesmanship  in  print.  What  has  been  said  so 
far  applies  almost  equally  well  to  all  kinds  of  selling 
efforts,  and  justifies  the  phrase  that  calls  sales  letters 
only  "salesmanship  in  print."  Indeed,  there  is  nothing 
about  the  sales  letter  which  makes  it  impossible  for  any 
man  to  write,  if  he  has  a  command  of  language,  a  knowl- 
edge of  his  goods  and  of  his  customers,  and  can  learn  to 
avoid  the  errors  that  a  few  suggestions  and  his  own  good 
sense  will  keep  him  from  committing.  The  letter  writer 
merely  endeavors  to  put  on  paper  the  methods  which 
have  proved  successful  behind  the  counter  or  on  the 
road. 

228.  The  size  of  the  audience.  The  difficulty  of 
writing  sales  letters,  however,  increases  with  the  size  of 
the  audience  addressed,  just  as  the  salesman  finds  it 
easier  to  sell  goods  to  ten  customers  in  his  own  store 
and  in  his  own  town  than  to  a  thousand  customers  scat- 
tered over  a  wide  range  of  territory.  If  a  writer  is 
ambitious  to  reach  the  people  of  a  state,  or  of  the  nation. 


SALES    LETTERS-FIRST     PRINCIPLES  239 

or  of  another  country,  he  must  realize  that  the  difficulty 
is  greater  than  if  he  were  writing  to  the  people  of  his 
own  city,  who  know  his  good  reputation  and  his  real 
desire  to  serve  them,  and  so  will  pardon  any  small  error 
he  makes  in  addressing  them.  Then,  too,  he  knows  what 
the  people  of  his  locality  want,  and  he  may  not  know 
what  the  people  of  the  state  or  of  the  nation  want. 

229.  The  needs  of  the  audience.  One  of  the  first 
tasks  of  the  writer  of  sales  letters,  then,  is  to  select  his 
material  according  to  the  needs  of  his  audience.  Sup- 
pose he  prepares  a  list  of  doctors,  or  of  school  teachers, 
or  of  users  of  malleable  iron,  or  of  dealers  in  office  sup- 
plies, or  of  people  who  have  incomes  of  over  $3,000  a 
year,  or  of  merchants  who  have  bought  less  from  him 
this  year  than  they  did  the  year  before,  or  of  people 
who  are  going  to  build  new  houses,  or  of  young  men 
graduating  from  college,  or  of  housewives  in  the  west 
end  of  town,  or  of  any  set  of  people  who  can  be  listed 
together  because  of  their  similar  need  for  his  goods.  In 
any  such  case  he  can  select  arguments  applying  to  them 
particularly. 

230.  The  tastes  of  the  audience.  The  selection  of 
material,  and  to  a  far  greater  degree  its  phraseology,  must 
be  determined  partly  by  the  tastes  as  well  as  by  the  needs 
of  the  particular  audience  addressed.  A  letter  to  the  wives 
of  professional  men  or  of  well-to-do  business  men  should 
have  a  language  and  an  appeal  different  from  that  used 
in  a  letter  to  farmers,  even  though  the  letters  are  about 
the  same  article.  But  it  is  usually  not  necessary  to  talk 
down  to  an  audience.    Several  careful  experiments  have 


240  SPECIFIC    TYPES    OF    LETTERS 

shown  that  even  the  less  cultivated  class  of  customers, 
with,  little  money  to  spend,  are  quick  to  respond  to  the 
implied  compliment  of  letters  which  fellow  the  highest 
standards  of  appearance  and  language.  On  the  other 
hand,  a  writer  who  is  successful  in  using  language  that 
appeals  to  one  class  of  buyers  may  need  to  spend  much 
study  in  mastering  the  language  that  appeals  to  another; 
the  style  of  the  good  plow  salesman  may  not  be  effective 
in  selling  carpets  and  curtains  in  a  city,  or  in  getting 
college  professors  to  take  a  European  tour. 

231.  The  demands  of  the  subject.  Besides  this 
choice  of  language  for  the  audience,  there  is  a  choice  of 
language  and  of  appeal  for  the  subject.  The  same  cus- 
tomer will  approach  in  a  different  frame  of  mind  the 
purchase  of  bonds  or  life  insurance  on  the  one  hand,  and 
a  suit  of  clothes  or  a  set  of  fishing  tackle  on  the  other. 
The  difference  is  not  only  that  between  a  fundamental 
need  and  a  desire,  for  he  may  need  the  suit;  but  it  is 
partly  in  the  amount  of  the  investment  and  partly  in 
the  amount  of  reasoning  power  he  must  give.  The  suit 
or  the  fishing  tackle  he  can  put  into  immediate  use ;  the 
bonds  or  the  insurance  do  not  produce  their  benefits  for 
a  long  time,  and  more  serious  and  careful  language  is 
needed  to  make  the  customer  perform  the  amount  of 
reasoning  that  the  purchase  demands.  And  so  a  grand 
piano,  which  a  man  buys  to  satisfy  his  desire  for  the 
beautiful,  must  be  spoken  of  in  a  style  different  from 
that  used  about  a  heating  system  for  his  new  house; 
which  is  necessary  for  his  comfort. 

232.  The  personal  tone.    A  sales  letter  should  con- 


SALES    LETTERS— FIRST    PRINCIPLES  241 

vey  a  pleasant  impression  of  the  personality  of  the 
writer.  This  is  first  of  all  a  matter  of  showing  real  and 
intimate  knowledge  of  the  customer's  needs  and  wishes, 
for  we  all  have,  a  good  opinion  of  the  man  who  is  inter- 
ested in  us.  The  tone  of  a  letter  must  show  its  writer  to 
be  courteous,  sincere,  intelligent,  enthusiastic  about  his 
goods,  and  eager  to  give  service.  It  must  imply  that 
while  he  is,  of  course,  in  business  for  his  own  profit,  he 
understands  that  the  basis  of  his  success  is  an  ability  to 
help  his  customers — to  fit  his  supply  to  their  demand. 

The  style  of  direct  and  personal  address,  which  speaks 
of  the  customer  as  "you"  and  mentions  details  of  his 
precise  situation,  is  the  style  to  adopt  in  every  para- 
graph of  the  letter. 

233.  Securing  confidence.  This  personal  tone, 
rightly  used,  is  one  valuable  means  of  securing  the  cus- 
tomer's confidence.  And  confidence,  which  is  necessary 
in  every  form  of  business,  is  peculiarly  the  foundation 
of  business  done  by  mail.  In  a  business  conducted 
wholly  by  a  mail-order  system,  the  need  for  establishing 
confidence  can  be  clearly  perceived,  since  the  customer 
places  all  his  trust  in  letters  and  catalogs  only.  He 
cannot  see  the  goods  or  sample  them  from  stock ;  he  can- 
not assure  himself  of  the  seller's  integrity  by  meeting 
him  personally  or  going  over  his  establishment.  The  same 
holds  proportionately  true  of  any  business  done  partly 
by  mail.  A  letter  is  a  voice  spoken  into  the  dark ;  when 
another  voice  responds,  we  reassure  ourselves  by  imagin- 
ing the  speaker,  and  welcome  any  indication  of  his 
personality. 


242  SPECIFIC    TYPES    OF    LETTERS 

The  guarantee  placed  upon  goods,  especially  the  un- 
conditional guarantee  which  allows  returns  for  any  cause 
whatever,  is  another  valuable  means  of  securing  confi- 
dence. It  should  be  considered  a  secondary  argument, 
however,  and  employed  after  the  buyer  has  been  assured 
by  other  means  that  the  goods  and  the  house  behind 
them  are  reliable.  Only  then  will  he  appreciate  the  real 
value  of  the  guarantee.  Its  suggestion  is,  "We  can 
afford  to  guarantee  our  goods,  for  we  know  that  except 
in  rare  instances  no  cause  for  dissatisfaction  will  be 
found.  This  is  the  final  proof  that  our  sales  arguments 
can  be  believed." 


Chapter  X"^ 
Sales  Letters — Building  the  Letter 

234.  A  letter  should  be  simple.  Since  a  letter  is  a 
personal  message,  its  total  effect  should  he  one  of  sim- 
plicity. Any  advertising  should  be  easy  to  read,  but 
the  letter  has  that  additional  reason,  which  does  not 
apply  so  strongly  to  printed  matter.  Simple  wording, 
straightforward  statements,  conversational  style,  an  ab- 
sence of  over-emphasis,  should  characterize  it  throughout. 
This  is  especially  true  of  the  point  of  contact,  which 
gives  the  first  impression  of  the  letter. 

235.  Length.  For  the  same  general  reason,  a  sales 
letter  should  usually  be  confined  to  a  page,  though  if  the 
reader's  interest  is  assured  and  the  subject  requires 
serious  thought,  a  letter  of  a  page  and  a  half  or  two 
pages  is  pretty  certain  to  be  read.  A  long  letter  must 
justify  its  length  by  specific  and  interesting  facts.  When 
much  information  is  to  be  given,  it  is  almost  always 
better  conveyed  in  a  booklet  or  a  folder,  while  the  accom- 
panying letter  acts  as  a  point  of  contact  for  the  whole 
proposition,  or  follows  it  with  persuasion  and  a  clincher. 
Because  of  its  personal,  persuasive  quality,  the  letter  gets 
a  hearing  more  easily  and  closes  a  sale  more  effectively 
than  a  booklet,  but  it  must  not  be  overloaded  with  in- 
formation. A  printed  booklet  with  good  type  is  easier 
to  read  than  a  typewritten  letter.  A  form  letter  of  sev- 
eral pages  is  pretty  certain  to  go  into  the  waste  basket. 

243 


244  SPECIFIC    TYPES    OF    LETTERS 

236.  Paragraphing.  Short  paragraphs  are  more  at- 
tractive than  long  ones.  Particularly  at  the  beginning 
and  the  end  of  the  letter,  the  paragraphs  should  be  rela- 
tively short  so  as  to  increase  their  persuasive  power, 
while  the  material  for  conviction  may  appear  more  solid. 
A  number  of  paragraphs  of  the  same  length  look 
monotonous,  whether  that  length  is  eight  lines  or  two, 
and  conversely,  a  variety  in  paragraph  length  is  pleas- 
ing. If  the  subject  matter  suggests  serious  considera- 
tion, more  of  the  paragraphs  may  be  relatively  long. 

The  unity  of  a  paragraph  in  a  sales  letter  must  be 
absolute,  so  that  each  argument  becomes  perfectly  clear 
before  another  is  introduced.  Thus  every  paragraph 
economizes  the  reader's  attention  by  telling  him  only 
one  thing  at  a  time.  No  single  principle  of  good  sales 
letter  writing  is  more  important  than  this. 

237.  Arrangement  of  material.  In  spite  of  the 
limitless  variety  of  sales  letters,  the  range  of  their  sub- 
ject matter,  the  different  circumstances  under  which 
they  are  sent,  and  the  devices  of  their  authors,  a  definite 
principle  can  be  established  as  to  the  order  of  their 
material.  For  a  sales  letter  is  an  argument,  like  a  speech 
or  a  magazine  article ;  that  is,  it  aims  to  bring  some  one 
else  to  the  writer's  way  of  thinking.  It  does,  besides, 
what  not  all  arguments  aim  to  do  directly,  that  is,  to 
produce  an  action.  The  rules  for  handling  argument  are 
the  best  known  and  most  widely  used  of  all  those  cover- 
ing the  written  word,  and  in  their  application  to  letters 
have  undergone  no  fundamental  change. 

Every  sales  letter  can  be  roughly  divided  into  four 


SALES   LETTERS— BUILDING   THE   LETTER      245 

parts:  (a)  the  point  of  contact,  which  secures  the 
reader's  attention;  (b)  conviction,  which  proves  that  the 
article  has  merit;  (c)  persuasion,  which  shows  the 
reader  that  he  should  buy  it;  (d)  the  "clincher,"  which 
urges  him  to  take  some  action.  This  is  the  natural  order 
of  any  argument.  To  put  it  into  more  general  terms,  the 
letter  is  an  appeal  to  action,  pleasant,  interesting,  persua- 
sive throughout,  containing  solid  reasons  toward  the  be- 
ginning and  growing  more  appealing  toward  the  end 
until  it  ends  in  a  specific  request. 

The  need  for  including  each  of  the  four  elements  in 
any  letter  is  evident.  To  the  customer,  surrounded  by  a 
multitude  of  appeals  for  his  attentioh,  comes  an  envelope 
— possibly  one  of  several  hundred  received  at  the  same 
time.  He  tears  it  open;  will  the  first  sentence  of  the 
message  call  his  thoughts  from  the  business  they  were 
engaged  with  a  moment  before,  and  secure  his  undivided 
interest?  If  so,  the  real  subject  of  the  letter  which 
follows  will  gain  a  clear  field,  and  can  employ  its  oppor- 
tunity to  make  a  solid  impression.  "Without  the  element 
of  conviction,  consisting  of  evidence  which  gains  undis- 
puted belief,  the  whole  letter  will  ring  hollow.  It  will 
fail  to  appeal  to  an  intelligent  man,  and  though  it  may 
move  a  careless  reader,  he  will  repent  of  an  action  that 
he  has  taken  without  reason.  But  conviction  alone  will 
leave  him  cold  and  unmoved,  and  so  persuasion,  "that 
which  moves  to  action,"  is  employed.  Where  convic- 
tion has  appealed  to  his  intellect  and  his  needs,  persua- 
sion appeals  to  his  emotions  and  his  desires.  Convic- 
tion shows  him  the  article  is  worth  buying,  while 
persuasion  shows  him  that  he  ought  to  buy  it.    Finally 


246 


SPECIFIC    TYPES    OF    LETTERS 


the  clincher  asks  him  directly  to  take  action,  to  "buy 
now. ' ' 

Conviction  and  persuasion  must  go  hand  in  hand  at 
every  point,  the  difference  between  their  use  in  one  sec- 
tion of  the  letter  and  another  being  chiefly  a  matter  of 
degrees.  The  personal  tone  is  the  chief  means  of  per- 
suasion, and  it  must  pervade  the  whole  argument.  No 
part  of  the  letter  should  sound  unreasonable ;  every  fact 
must  be  persuasively  put. 

To  show  how  these  principles  apply,  two  sales  letters 
of  different  character  can  be  examined. 

The  first  offers  a  bargain  to  a  dealer,  an  occasional 
customer  of  the  wholesale  house  which  writes  the  letter. 
He  will  read,  presumably,  whatever  comes  to  him  from 
that  source. 


Point  of  It  happens   that  almost  every   week   we 

Contact  have  odd  lots  from  our  different  departments, 

some  of  them  being  items  which  our  buyers 
could  not  get  enough  of  to  catalog,  but  which 
were  too  good  to  pass  up,  so  that  they  were 
bought  for  house  bargains.  Others  represent 
goods  that  we  have  discontinued. 

Conviction  Our  China  buyeir,  Mr.  Phillips,  just  'phoned 

me  and  informed  me  that  he  has  a  few 
packages  of  just  such  goods  that  he  has 
put  a  very  special  price  on.  The  assortment 
consists  of  three  each  of  eight  items,  making 
a  total  of  two  dozen  in  a  package,  among 
which  are  included  salads,  jugs,  cups  and 
saucers,  chop  plates,  fancy  plates,  etc. 

Fersuaslon  A  great  many  items  in  this  assortment 

are  regular  50c  sellers,  and  there  is  not  one 
of  them  but  would  easily  bring  25c.     The 


SALES   LETTERS— BUILDING   THE   LETTER      247 

average    catalog   price    of    this    assortment 
would  be  about  $4.00  a  dozen.     Our  special 
clean-up  price  is  $2.25  a  dozen. 
Clincher  xi-  you  can  use  one  I  would  suggest  that 

you  let  me  have  your  order  by  return  mail, 
as  the  quantity  of  these  assortments  is 
limited. 

I  am  enclosing  an  envelope  for  your  reply. 
Yours  very  truly, 

P.  S. — I  am  also  enclosing  you  a  little 
leaflet  which  tells  you  how  to  get  rich  by 
losing  money.  This  leaflet  brings  you  a 
message  worth   reading. 

The  conversational  first  paragraph  is  interesting, 
without  making  a  particular  effort.  It  presents  a  bar- 
gain of  a  type  that  the  dealer  can  make  money  on, 
though  the  wholesaler  offers  it  below  cost,  reaping  only 
the  advantage  of  clearing  up  an  odd  lot.  It  suggests, 
''This  opportunity  comes  almost  every  week  to  dealers 
who  trade  with  us." 

The  second  paragraph  presents  the  particular  article 
offered,  which  is  well  enough  known  to  the  dealer  so 
that  it  needs  little  description.  A  mental  image  is  pre- 
sented of  the  telephone  conversation,  followed  instantly 
by  the  dictation  of  this  letter.  The  sentence  not  only 
has  human  interest,  but  begins  to  suggest  rapid  action. 
The  attractive  price  is  hinted  at. 

The  third  paragraph  tells  the  price  and  the  profit, 
which  in  this  offer  are  the  chief  persuading  factors. 

Next  comes  the  appeal  to  action,  made  urgent  by  the 
suggestion  that  the  supply  of  assortments  is  limited. 
The  action  is  made  easy  by  the  enclosed  envelope. 


248  SPECIFIC    TYPES    OF    LETTERS 

The  postscript  appeals  to  curiosity,  though  if  the 
reader  knows  what  it  means,  he  sees  that  it  emphasizes 
the  point  of  the  whole  letter.  "Such  bargains  are  valu- 
able to  you  in  themselves;  to  us  they  are  valuable  in 
securing  your  trade.  We  work  for  your  interests  but  we 
find  it  pays  us.  We  can  show  you  how  to  apply  th»3 
same  principle  in  your  own  business." 

The  letter  as  a  whole  is  simple,  and  depends  for  its 
success  on  the  dealer's  unquestioning  recognition  of  the 
value  of  the  bargain. 

The  second  letter  is  an  argument,  the  last  of  a  series, 
for  the  renewal  of  an  expired  subscription.  The  reader's 
failure  to  renew  or  to  respond  to  previous  appeals  showg 
that  the  case  is  fairly  desperate. 

Contact  STILL  a  chance  to  save  that  dollar 

We  have  been  postponing  from  week  to 
week  a  disagreeable  job.  To  put  it  bluntly, 
we  have  been  reluctantly  compelled,  in  accord- 
ance with  the  requirements  of  the  post-oflSce 
department,  to  discontinue  your  subscription, 
which  is  overdue. 

Cionyiction  Yet  we  believe  that  after  a  year's  reading 

of  The  ....  you  are  interested  in  the 
magazine  and  its  work,  and  we  had  expected 
that  you  liked  us  as  well  as  most  of  our 
readers  do  in  our  new  fall  dress,  you  would 
renew  your  subscription. 

Now  that  the  real  test  has  come  of  whether 
there  are  enough  people  to  shoulder  the  ordi- 
nary publication  expenses  of  such  a  journal 
as  The  ....  we  are  particularly  anx- 
ious to  have  our  readers  tell  us  definitely 
whether  they  wish  to  renew  or  discontinue. 


SALES   LETTERS-BUILDING   THE   LETTER      249 

Persuasion  In  order  not  to  bar  out  any  reader  as  a 

result  of  the  increased  price,  we  have  made  a 
special  rate  of  $5  for  one  renewal  and  one 
new  subscription.  Thus  any  subscriber  can 
make  up  the  difference  of  $1  in  price,  and 
help  broaden  the  sphere  reached  by  The  .... 
This  month,  too,  we  can  make  clubbing 
rates  with  other  magazines  at  from  $.35  to 
$.90  less  than  we  can  after  November  5.  Oc- 
tober and  early  November  in  the  publishing 
business  is  called  the  "last  chance"  period. 
Publishers  are  making  special  offers  in  order 
to  bring  in  a  large  number  of  subscriptions 
now.  On  the  back  of  this  sheet  we  are  giving 
you  the  advantage  of  these  rates. 

Clincher  Send  in  your  renewal  orders  now  and  reap 

the  benefit  of  these  special  prices. 
Sincerely  yours, 

The    .... 


The  headline  in  capitals  appeals  to  the  money-saving 
instinct  and  carries  the  reader  through  to  the  persuasive 
offer.  The  first  paragraph,  attractive  in  its  frank  and 
unconventional  phrasing,  instead  of  blaming  the  reader 
for  failing  to  act,  apologizes  for  stopping  the  subscrip- 
tion and  lays  the  blame  on  the  post-office  department. 

The  second  and  third  paragraphs  pass  rapidly  over 
the  central  facts  which  prove  that  the  magazine  has 
merit — the  important  philanthropic  work  it  does,  its  in- 
teresting contents,  the  new  form  in  which  it  appears, 
the  duty  of  supporting  a  magazine  of  this  character  at  a 
critical  stage  in  its  career — and  simply  asks  for  a  defi- 
nite decision.  No  obligation  is  implied,  but  the  appeals 
are  so  wisely  chosen  that  the  request  is  hard  to  refuse. 


2to  SPEaFIC    TYPES    OF    LETTERS 

The  special  price  offer  and  the  "last  chance"  clubbing 
offer  follow  instantly,  with  a  persuasive  appeal  for  in- 
stant action.  The  clincher  adopts  the  urgent  impera- 
tive form,  but  it  includes  a  persuasive  reminder  that  the 
action  will  save  money  for  the  reader. 

Each  of  the  two  letters  is  skilfully  adapted  to  a  precise 
situation  and  a  definite  class  of  readers.  Their  circum- 
stances and  to  some  degree  their  methods  are  widely 
different,  but  they  illustrate  the  similarity  in  arrange- 
ment between  all  kinds  of  arguments. 

238.  The  point  of  contact.  The  material  used  for 
the  point  of  contact  must  be  interesting  in  itself,  must 
relate  directly  to  the  article  to  be  sold  and  to  the  spirit 
of  the  letter,  and  must  incline  the  person  addressed  to 
read  farther.  It  should  make  as  natural  and  friendly  a 
beginning  as  possible,  and  the  best  way  to  do  this  is  by 
referring  to  previous  acquaintance  with  the  customer  or 
to  past  letters  from  him,  and  especially  to  anything  that 
indicates  his  wishes  or  his  personal  situation.  It  must 
follow  the  rules  of  good  taste,  however,  and  guard 
against  assuming  an  acquaintance  that  does  not  exist. 
Particularly  in  letters  to  women  or  to  dignified  business 
men,  and  in  the  first  letter  of  any  follow-up  series,  the 
tone  while  pleasant  must  not  be  familiar. 

A  phrase  that  shows  perfect  comprehension  of  the 
reader's  needs  or  desires  is  attractive  because  it  ap- 
peals to  self-interest.  A  phrase  that  expresses  the  whole 
point  of  the  letter  in  a  nut-shell  is  attractive  because  it 
saves  the  reader's  time.  A  question,  a  significant  fact,  a 
quotation,  an  epigram,  a  reference  to  current  events,  an 


SALES   LETTERS— BUILDING   THE  LETTER      251 

item  of  news,  or  a  phrase  full  of  human  interest — all  of 
these  are  good  material  for  the  beginning  of  a  letter.  An 
anecdote  or  a  testimonial,  if  brief  enough,  combines  the 
values  of  human  interest  and  good  evidence.  The  first 
paragraph  should  rarely  be  more  than  three  or  four 
lines  long,  and  it  may  contain  only  two  or  three  words. 
The  question  of  paragraph  length,  however,  depends 
partly  on  the  subject  of  the  letter  (see  231).  The 
following  are  examples  of  good  introductions  that  catch 
the  reader's  interest. 

As  an  owner  of  a  summer  home  you  especially  need 
a  good  road  between  Milwaukee  and  Oconomowoc — 
your  visiting  guests  need  it — the  auto  owners  need  it — 
the  wagon  hauling  heavy  goods  needs  it  and  the  farmer 
needs  it. 

There  is  an  out-of-the-way  shelf  and  a  storeroom 
closet  in  every  retail  store.  Whatever  you  see  in  one 
of  these  places  you  may  be  sxire  is  a  pretty  slow  seller. 

A  hundred  thousand  Americans  are  using  daily  a 
new  book  which  tells  the  whole  story  of  human  knowl- 
edge in  a  new  way,  in  the  light  of  the  most  recent  re- 
search and  in  readable  and  interesting  language. 

If  we  should  place  in  your  factory  a  machine,  turn 
on  the  power,  and  demonstrate  that  it  would  reduce 
the  present  cost  of  an  operation  50%,  you  would  buy 
the  machine — even  if  its  time-tried  predecessor  went 
to  the  scrap  pile. 

At  nearly  every  meeting  of  creditors  in  bankruptcy 
cases  the  same  old  question  comes  up — Why? 
Take,  for  instance,  two  factories  buying  the  same 


252  SPECIFIC    TYPES    OF    LETTERS 

raw  material  and  selling  the  same  product ;  why  does 
one  pay  dividends  and  the  other,  after  a  hard  struggle, 
go  into  bankruptcy? 

Andrew  Carnegie  recently  said  that  his  recipe  to 
enable  a  poor  man  to  get  rich  was  to  save  $1,000  and 
then  begin  prudent  investing. 

Russell  Sage  said,  when  asked  for  the  keynote  of  his 
success,  "Buy  your  straw  hats  in  winter." 

We  are  going  to  give  you  an  opportunity  to  apply 
the  principle.    This  is  it,  briefly: 

A  short  crop  and  the  European  war  are  sending  the 
price  of  linseed  oil  upwards  by  leaps  and  bounds,  so 
that  it  is  probable  it  will  sell  for  $1.00  a  gallon  or  over 
in  a  short  time. 

The  answer  is,  use    .... 

Thousands  of  dollars  are  lost  every  year  by  milk 
dealers  and  farmers  through  sour  milk. 

Are  you  a  farmer  or  a  miner? 

Don't  be  surprised — there  are  lots  of  farmers  who 
are  really  miners — they  mine  instead  of  farm  their 
land. 

In  mining  you  take  the  wealth  from  the  land,  and 
you  continue  to  take  it  until  it's  all  gone. 

It's  the  little  things  about  the  farm  that  count ;  it's 
the  little  things  that  irritate.  If  all  the  farmer  or  the 
farmer's  wife  had  to  do  was  to  jump  into  the  big  work 
of  the  day  and  clean  it  up,  farm  work  would  be  some- 
what of  a  pleasura 

Pumping  water  by  hand  for  your  stock  at  the  same 
time  you  are  putting  up  60  acres  of  timothy,  is  trying 
to  do  your  own  work  and  the  windmill's  too. 


SALES   LETTERS— BUILDING   THE  LETTER      253 

239.  Typical  errors  in  the  point  of  contact.  "All 
beginning  is  hard, ' '  runs  the  proverb,  and  the  beginning 
of  a  sales  letter,  particularly  of  an  ** original"  letter, 
sent  to  a  prospective  customer  without  his  writing  for 
it,  runs  the  risk  of  falling  into  several  typical  errors. 
Errors  at  the  beginning  of  a  letter  that  replies  to  an 
inquiry  or  that  continues  a  follow-up  series  will  be  con- 
sidered later.  (See  256.)  Following  are  several  ex- 
amples of  inferior  types  of  beginnings,  all  taken  from 
"original"  letters. 

(a)  The  most  natural  error  at  the  beginning  of  a 
letter  is  for  the  writer  to  say  too  much  about  "  we "  and 
"our  goods"  in  the  announcement  style.  The  facts  he 
presents  may  be  of  the  utmost  significance,  but  a  con- 
nection needs  to  be  made  between  them  and  the  reader's 
interests. 

We  have  been  in  the  business  of  manufacturing  gas 
plates  for  several  years  and  have  had  very  gratifying 
success  in  placing  our  plates  on  the  market.  It  has 
been  our  aim  for  some  years  to  make  such  a  gas  plate 
for  domestic  purposes  as  would  prove  practical  under 
all  conditions. 

The  same  fair  and  square  methods  that  have  made 
a  reputation  for  the  House  of  Miller  on  Carriage  Lamps 
are  making  a  reputation  for  us  on  Auto  Lamps.  We 
are  building  fast. 

We  are  pleased  to  enclose  circular  describing  our  ma- 
chines which  we  sell  outright  without  lease  or  royalty. 

We  are  desirous  of  calling  your  attention  to  our 
presses.     These  machines  lead  the  market. 


254  SPECIFIC    TYPES    OF    LETTERS 

We  beg  to  call  your  attention  to  the  enclosed  catalog 
in  which  you  will  find  complete  but  concise  description 
with  lowest  net  prices  of  our  motors. 

We  are  building  a  very  desirable  motor.  It  is  simple, 
compact,  neat. 

(b)  Or  the  contact,  instead  of  being  specific  in  its 
language,  may  be  weak  and  general.  It  should  contain 
precise  and  concrete  words. 

The  enclosed  booklet  illustrates  a  number  of  items 
taken  from  our  general  catalog  which  are  of  interest 
to  factory  and  mill  supply  houses.  The  cans  Illustrated 
therein  are  useful  for  many  different  purposes,  and 
include  all  kinds  of  galvanized  cans  for  collecting  and 
easy  handling  of  refuse  and  waste  matter  around  a 
manufacturing  plant. 

(c)  Occasionally  the  contact  makes  a  negative  sug- 
gestion instead  of  a  positive  one.  It  is  better  to  take 
the  reader's  interest  for  granted  and  to  appeal  to  it 
strongly  than  to  apologize  for  approaching  him  or  to 
suggest  that  he  may  not  be  interested.  Negative  sug- 
gestions likely  to  occur  in  a  follow-up  are  discussed 
in  256. 

We  are  sending  you  herewith  a  brief  bulletin  in  an 
attempt  to  interest  you  in  our  machines. 

You  are  a  busy  man.  Appreciating  this  fact,  we  are 
taking  the  liberty  of  handing  you  herewith  our  booklet 
which  explains  in  as  concise  a  form  as  possible  some 
of  the  fundamental  principles  upon  which  the  stability 
of  our  investment  rests. 

We  wonder  if  you  are  users  of  any  of  the  chemicals 
listed  below. 


SALES   LETTERS— BUILDING    THE   LETTER      255 

If  you  are  manufacturing  galvanized  sheets  or  a  line 
of  galvanized  products,  as  we  presume  you  are,  we 
think  you  will  be  interested  in  our  new  patented  .... 

(d)  The  over-emphatic  point  of  contact  that  imitates 
the  scare  headlines  of  a  yellow  journal  offends  not  only 
against  good  taste  but  against  the  personal,  conversa- 
tional style  of  a  letter.  Such  is  the  "Stop!  Look! 
Listen!"  or  the  "Big  Money  for  You!"  heading,  a 
variety  which  is  fast  disappearing  from  advertising. 
Except  occasionally  in  a  follow-up  where  the  message 
has  been  often  presented  without  success,  the  point  of 
contact  should  not  be  of  a  startling  nature,  though  it 
may  easily  resort  to  unusual  phrasing.  A  plain  state- 
ment is  easier  to  understand  than  a  shout,  and  lower 
case  letters  are  easier  to  read  than  capitals. 

(e)  The  irrelevant  contact,  which  begins  on  one  sub- 
ject and  passes  to  the  subject  of  the  letter,  is  a  poor  in- 
troduction because  it  does  not  introduce.  It  attracts 
attention  to  the  letter  but  not  to  the  goods,  and  so  it 
wastes  the  valuable  first  moment  of  the  reader's  interest. 
The  weak  analogy  is  of  this  kind,  which  draws  an  indis- 
tinct comparison  between  some  well-known  idea  and  the 
claims  presented  in  the  letter.  What  is  known  as  the 
"blind  ^heading" — the  statement  that  is  not  clear  in 
itself  but  is  designed  to  awaken  curiosity — is  occasionally 
a  good  device  for  a  letter  if  instantly  explained;  the 
fault  lies  in  giving  it  so  much  space  that  the  real  sub- 
ject of  the  letter  is  delayed. 

Analogies  poorly  drawn: 

The  European  war  is  attracting  a  lot  of  attention 
these  days,  but  so  Is  our  big  line  of  fall  goods. 


f 


256  SPECIFIC    TYPES    OF    LETTERS 

If  you  were  going  to  sell  a  good  work  horse  or  a 
mule,  you  would  naturally  expect  and  would  not  hesi- 
tate to  price  him  at  what  you  knew  the  animal  was 
worth.  The  buyer  wouldn't  expect  you  to  sell  the  ani- 
mal for  less.  Everyone  must  have  faith  in  his  own 
observation,  so  that  when  you  set  your  price,  after  a 
careful  examination  the  buyer  is  prepared  to  pay  it 

Why  not  apply  that  rule  in  buying  a  wagon?  Ex- 
amine it  carefully.  That's  your  privilege  and  your 
duty. 

240.  Conviction.  The  material  used  to  convince  the 
reader  can  vary  all  the  way  from  a  fairly  complete  de- 
scription— in  the  case  of  an  unknown  article — ^to  a  brief 
reference  to  points  already  in  the  reader's  mind.  One 
principle  is  invariable :  no  matter  how  small  the  amount 
of  conviction,  the  material  must  be  specific  statements, 
detailed,  concrete,  and  easy  to  grasp,  that  call  up  definite 
images  in  the  reader's  mind.  It  must  sufiiciently  ex- 
plain what  the  letter  is  about.  It  must  be  phrased  so  as 
to  be  understood  at  a  glance;  it  must  follow  instantly 
after  the  point  of  contact,  to  utilize  the  moment  of 
attention  that  the  reader  has  been  persuaded  to  give. 
The  number  of  points  introduced  should  always  be  few, 
because  the  letter  can  rarely  exceed  a  page  in  length, 
and  because  one  or  two  points  well  made  are  far  better 
than  many  that  are  barely  touched  upon.  Especially 
one  central  value  that  the  article  possesses  should  be  so 
clearly  and  thoroughly  proved  that  the  reader  cannot 
forget  it. 

The  amount  of  evidence  used  to  prove  a  single  poir.t 
is  regulated  chiefly  by  the  ease  with  which  the  reader 
will  believe  the  point.  Skill  and  judgment  are  required 


SALES   LETTERS— BUILDING   THE   LETTER      257 

to  determine  what  points  will  be  effective  when  barely 
asserted  and  what  will  need  support. 

The  amount  of  conviction  needed  to  sell  an  article  is 
determined  chiefly  by  its  price  and  the  question  whether 
it  can  be  put  into  immediate  use,  (See  231.)  A  longer 
letter  with  a  greater  proportion  of  conviction,  a  longer 
series  of  letters,  and  more  printed  matter  accompanying 
them  must  be  used  to  secure  the  sale  of  a  high-priced 
article  or  one  that  produces  a  remote  benefit. 

The  name  of  the  article  or  the  company  should  be  in- 
troduced as  soon  after  the  point  of  contact  as  possible, 
and  in  connection  with  the  first  and  most  distinctive 
arguments.  Thus  the  reader's  memory  of  the  argument 
is  inseparable  from  his  memory  of  the  name.  Other- 
wise the  argument  is  all  too  likely  to  get  him  to  buy  a 
competitor's  goods. 

The  facts  shown  are  to  be  presented  from  the  reader's 
point  of  view  and  applied  to  his  conditions  with  enough 
detail  so  that  they  are  not  merely  understood,  but  felt. 
"What  does  this  mean  to  youf"  should  be  the  question 
in  the  mind  of  the  writer,  and  he  should  answer  it  satis- 
factorily before  the  letter  is  finished. 

The  mistake  of  sending  out  a  letter  which  presents  no 
real  reasons  why  the  customer  should  purchase  is  some- 
times made  in  letters  accompanying  booklets  or  in  some 
stage  of  the  follow-up.  It  is  discussed  and  illustrated 
in  256c. 

Effective  conviction: 

That  more  people  do  not  equip  their  homes  with 
Vitreous  China  and  Solid  Porcelain  is  due  to  ignorance 
of  its  decided  superiority.     Just  one  thought  for  you. 


258  SPECIFIC    TYPES    OF    LETTERS 

Take  a  china  plate  from  your  dining  room  and  a» 
enamel  one  from  your  kitchen.  Mark  them  with  a  lead 
pencil  and  see  how  much  easier  it  is  to  remove  the 
mark  from  the  china.  That's  because  of  the  fact  that 
china  is  fired  or  baked  to  a  much  higher  temperature — 
making  its  surface  and  body  impervious  to  the  action 
of  foreign  substances. 

One  thing  we  would  like  to  draw  your  special  atten- 
tion to  in  this  pencil  is  the  wonderful  smoothness  of 
the  lead  and  the  entire  absence  of  grit.  Although  the 
lead  is  so  smooth,  it  is  very  firm  and  durable  and  sel- 
dom breaks.  It  wears  away  much  more  slowly  than 
ordinary  pencils,  because  great  hydraulic  pressure  is 
nsed  in  compressing  the  lead.  One  ....  will 
outlast  six  of  some  pencils.  This  makes  .... 
pencils  really  the  cheapest 

Each  of  your  department  heads  consumes  npt  less 
than  an  average  of  15  minutes  a  day  in  trips  to  other 
departments.  At  the  rate  of  $1.00  an  hour,  the  total 
loss  in  a  year  is  considerable. 

A  .  .  .  .  interphone  system  means  that  you  can 
send  your  voice  on  your  errands. 

Look  over  the  details — ^note  their  correctness  of  archi- 
tecture— definite  outlines,  true  to  design  throughout  the 
section.  We  have  developed  a  new  method  of  drawing 
mouldings  without  heating  the  metal,  thereby  pre- 
seiving  the  bright  finish.  Cold  drawn  mouldings  are 
light  in  weight,  but  are  more  rigid  than  ordinary  orna- 
mental, hot-rolled  shapes  of  several  times  their  thick- 
ness. 

In  a  nutshell,  the  ....  permits  the  use  of  in- 
expensive grades  of  hard  or  soft  coal,  requiring  no 
more  tons  of  these  grades,  thus  saving  for  you  from 
|1.50  to  $4.00  on  each  ton  used ;  it  produces  clean  heat 


SALES  LETTERS— BUILDING  THE  LETTER  25^ 

and  a  further  saving  by  burning  all  smoke  and  gases, 
eliminating  soot  and  grime,  also  utilizing  the  enormous 
chimney  and  ash-pit  waste  of  top-feet  heaters  (25  to 
40%)  ;  it  also  produces  an  even  and  intense  heat,  be- 
cause of  the  fact  that  the  live  coals  are  on  top,  in  direct 
contact  with  the  most  important  radiating  surfaces  of 
the  heater. 

241.  Persuasion.  The  material  which  secures  ac- 
tion differs  with  each  article,  and  a  careful  analysis  of 
talking  points  should  be  made  to  determine  which  have 
better  effect  in  convincing  and  which  finally  secure  the 
customer's  name  on  the  order.  Emphasis  on  service  is 
always  powerfully  persuasive,  and  leads  up  easily  to  the 
appeal  to  action.  If  guarantees  of  satisfaction  are  to  be 
emphasized  in  the  letter,  this  section  is  the  place  for 
them.  Here  are  introduced  subordinate  talking  points 
that  remove  lingering  objections  to  purchasing,  whatever 
their  nature  may  be.  Since  the  chief  objection  of  any 
purchaser  is  an  instinctive  reluctance  against  paying 
away  his  money,  this  section  must  awaken  stronger  posi- 
tive instincts,  such  as  the  pleasure  and  satisfaction  of 
ownership,  or  the  instinct  to  save  money  by  buying 
something  which  will  pay  for  itself.  Unless  the  price  is 
so  low  as  to  be  a  positive  persuasive  factor,  it  should  not 
be  mentioned  in  a  letter,  but  given  in  accompanying 
printed  matter.  The  action  to  be  taken  must  be  made 
to  appear  reasonable,  easy,  and  pleasant,  and  of  a  kind 
to  which  the  reader  is  accustomed.  Above  all,  the  action 
must  be  made  clear,  lest  the  reader  finish  the  letter 
without  knowing  quite  how  he  is  to  obtain  the  article. 
Explanation  of  this  sort,  if  very  brief,  may  be  left  for 


260  SPECIFIC    TYPES    OF    LETTERS 

the  clincher,  but  the  preceding  paragraphs  should 
clearly  lead  up  to  the  final  action. 

It  is  a  mistake  to  put  too  many  hard  facts  into  this 
part  of  the  letter.  The  reader  should  by  now  have 
finished  the  most  serious  part  of  his  thinking,  and  have 
nothing  left  to  do  but  to  ''make  up  his  mind."  If  the 
latter  part  of  the  letter  is  dull  or  appears  too  solid  he  will 
lose  interest.  It  should  be  distinctly  more  lively  than  the 
preceding  section. 

The  opposite  error  is  to  make  this  section  wordy  and 
shallow.  It  should  awaken  concrete  images  and  employ 
specific  language,  but  these  should  be  easy  and  pleasant 
to  grasp. 

242.  The  clincher.  No  letter  should  be  without  a 
direct  request  to  take  some  specific  and — if  possible — 
immediate  action,  such  as  sending  a  check,  filling  out  an 
enclosed  postal,  preparing  for  the  visit  of  a  salesman, 
reading  a  catalog  or  booklet,  calling  on  a  local  agent,  or 
picking  up  the  telephone.  No  matter  what  the  ultimate 
purpose  of  the  letter,  the  reader  will  remember  its  con- 
tents better  if  he  performs  some  action  in  connection 
with  it.  The  action  should  be  made  as  easy  and  natural 
as  possible.  A  few  of  the  many  devices  for  accomplish- 
ing this  are  the  self-addressed  envelope,  sometimes  with 
a  stamp  affixed,  the  printed  reply  postal  with  a  few 
blanks  for  the  customer  to  fill,  and  the  suggestion  that 
he  take  a  pencil  and  write  a  reply  on  the  back  of  the 
letter. 

243.  Typical  errors  in  the  clincher.  Occasionally 
in  the  follow-up,  the  writer  is  tempted  to  forget  the 


SALES  LETTERS— BUILDING   THE  LETTER      261 

clincher,  because  he  thinks  the  reader  will  remember  the 
clincher  of  a  previous  letter,  or  because  he  does  not 
really  expect  to  close  the  sale  with  this  particular  letter. 
But  he  should  always  assume  that  the  reader  is  ready 
to  buy  when  the  letter  is  ended,  and  that  when  the 
clincher  is  reached  the  expected  action  will  be  forth- 
coming. 

The  clincher  should  not  be  more  urgent  than  is  con- 
sistent with  the  tone  of  the  whole  letter.  Appeals  to 
retail  customers,  especially  to  women,  are  likely  to  be 
less  imperative  than  appeals  to  business  men,  whose 
ears  may  be  more  callous  to  advertising. 

Fresh  and  unhackneyed  wording  at  the  end  of  the 
letter  is  nearly  as  important  as  interesting  language  at 
the  beginning.  A  stock  phrase,  like,  * '  Thanking  you  for 
past  favors  and  hoping  to  receive  your  order,"  or 
"Awaiting  your  further  favors,"  chills  the  reader's  in- 
terest decisively.  No  salesman  would  dream  of  ending  a 
conversation  thus. 

A  negative  suggestion  in  the  clincher  is  particularly 
fatal  to  action.  ''We  will  leave  it  to  you  to  decide 
whether  you  will  accept  this  offer  or  not,"  practically 
postpones  the  reader's  decision,  when  it  might  have  been 
secured  on  the  spot.  "If  you  are  interested,"  common 
phrase  though  it  is,  always  has  a  negative  suggestion. 
Better  say,  "We  know  you  are  interested,"  or  refer 
specifically  to  interests  on  which  the  article  has  a  claim. 
"We  trust  that  you  have  had  the  patience  to  read  our 
long  communication,"  or  "We  Af^ill  not  tire  you  with 
more  talk, ' '  invite  the  customer  to  be  tired  and  impatient 
with  the  letter. 


262  SPECIFIC    TYPES    OF    LETTERS 

244.  Appealing  to  the  best  instincts.  The  writer 
of  sales  letters  should  appeal  to  the  best  and  highest  in- 
stincts of  the  customer,  and  even  if  his  first  appeal  is  on 
a  low  plane  of  self-interest,  it  should  rise  as  the  letter 
proceeds.  In  order  to  do  this,  the  writer  should  idealize 
the  customer's  character,  and  suppose  that  he  is  capable 
of  appreciating  the  service  that  the  goods  will  perform 
for  him.  In  urging  a  business  man  to  buy  good  sta- 
tionery, for  instance,  it  is  proper  to  refer  to  "conserva- 
tive, dignified,  prosperous  men  of  affairs,"  since  these 
are  the  qualities  which  the  writer  wishes  him  to  admire 
at  the  moment — the  qualities  which,  if  he  uses  good  sta- 
tionery, his  customers  will  see  that  he  possesses. 

Such  appeals  are  not  flattery  unless  they  are  grossly 
overdone.  They  are  concrete  presentations  of  an  ideal 
side  of  character.  It  is  the  duty  of  any  speaker  in  ap- 
pealing to  his  audience  not  only  to  shape  his  appeal  to 
fit  their  point  of  view  but  to  raise  their  point  of  view  to 
fit  his  appeal;  and  it  is  the  salesman's  duty  no  less.  He 
should  remember  that  words  on  the  page  are  necessary 
to  produce  this  effect.  It  is  not  enough  to  think  well  of 
his  customers,  but  he  must  incorporate  the  thought  into 
the  letter. 

Handsome  appearance  in  the  letter  and  courteous  lan- 
guage carry  the  same  implied  compliment. 

To  avoid  flattery  the  statement  should  first  be  plausi- 
ble. The  man  who  wrote  a  few  words  of  inquiry  on  a 
postal  card  was  justly  disgusted  to  receive  an  offer  of  an 
agency  in  a  form  letter  which  said,  "Your  inquiry  con- 
vinced us  that  you  are  a  man  of  force  and  integrity,  one 
who  would  reap  a  rare  harvest  of  reward  by  selling  our 


SALES  LETTERS— BUILDING  THE  LETTER      263 

goods."  Second,  the  writer  should  not  pile  up  adjec- 
tives, or  suggest  too  many  good  qualities  of  his  customer 
in  the  same  breath — "laying  it  on  thick,"  Third,  he 
should  use  the  indirect  appeal  more  often  than  the  direct, 
suggestion  more  often  than  statement.  "You  are  an 
intelligent  employer  of  men ;  the  interests  of  your  em- 
ployees are  constantly  in  your  mind,"  is  less  effective 
than  an  indirect  reference  to  "Intelligent  employers  of 
men,  who  have  the  interests  of  their  employees  con- 
stantly in  mind." 

Appeals  of  this  sort  are  best  introduced  as  persuasion, 
toward  the  last  of  the  letter. 

245.  Answering  an  inquiry.  When  as  the  result  of 
an  advertisement  or  some  other  agency  an  inquiry  has 
been  received,  the  seller  can  assume  that  he  has  aroused 
a  degree  of  interest  in  the  prospective  customer  and  a 
desire  for  information,  but  he  cannot  assume  that  he  has 
made  a  sale.  His  letter  should  be  serious  in  tone,  its 
persuasion  should  be  moderate,  and  the  proportion  of 
conviction  should  be  large,  for  the  natural  assumption  is 
that  the  customer  needs  explanation  rather  than  urg- 
ing. The  follow-up  may  make  different  assumptions. 
(See  249.) 

If  the  inquiry  contains  several  questions,  the  reply 
should  answer  them  in  order,  and  concentrate  its  effort 
on  producing  an  interesting  and  positive  discussion  of 
each  one.    Always  include  persuasion  and  a  clincher. 

The  reference  to  the  letter  of  inquiry  should  come 
first,  as  the  most  natural  point  of  contact,  but  especial 
pains  must  be  taken  to  make  it  interesting  (see  84). 


264-  SPECIFIC    TYPES    OF    LETTERS 

Hackneyed  reference: 

Regarding  yours  of  recent  date. 

Referring  to  your  valued  favor  of  recent  date  asking 
for  our  .  .  .  ,  ,  we  beg  to  advise  ttiat  we  have 
taken  the  liberty  of  referring  your  inquiry  to  our  rep- 
resentative. 

We  beg  to  acknowledge  receipt  of  your  esteemed 
favor  of  recent  date. 

Interesting  reference: 

Thank  you  for  your  request  It  shall  have  our  im- 
mediate attention. 

We  are  glad  to  have  your  request  for  our  booklet 
on    ...    . 

We  are  very  glad  to  furnish  you  with  information 
concerning  our    ....    line. 

Your  request  about  ....  is  highly  appreciated. 
The  information  you  wish  is  coming  to  you  under 
separate  cover. 

Your  inquiry  pleases  us.  It  was  high  quality  paint  we 
talked  about  In  that  advertisement  which  you  an- 
swered. Since  you  asked  us  to  send  you  our  booklet 
we  know  it  is  precisely  that  kind  of  paint  you  wish  to 
learn  more  about. 

In  accordance  with  your  request  we  are  today  mail- 
ing under  separate  cover  our  booklets  ....  We 
hope  you  will  find  them  helpful  in  planning  your  home. 

246.  Referring  to  printed  matter.  A  letter  accom- 
panying a  booklet  or  other  printed  matter  should  accom- 
plish two  specific  ends:  first,  to  get  the  booklet  read,  and 


SALES  LETTERS-BUILDING  THE  LETTER       265 

second,  to  malce  the  central  facts  of  the  proposition  clear. 
Specific  reference  to  pages  in  the  booklet,  quotation  of 
some  of  its  statements,  or  general  comment  on  its  good 
qualities  are  effective  in  directing  attention  to  it. 

When  such  a  letter  is  turned  out  by  imitation  type- 
writing, it  can  be  mailed  as  third-class  matter  (see 
Chapter  XXI)  and  may  be  inserted  inside  the  cover  of 
the  booklet.  In  this  case  it  probably  should  be  short  and 
easy  to  read,  and  should  give  up  most  of  its  space  to  ap- 
pealing for  action.  Occasionally  a  handsomely  printed 
slip  is  used,  with  the  wording,  but  not  the  appearance, 
of  a  letter.  Thus  the  expense  of  the  advertising  is  cut 
down,  though  the  value  of  the  personal  appeal  inherent 
in  the  letter  is  partly  lost.  To  send  the  booklet  and  the 
letter  under  separate  covers  to  arrive  in  different  mails 
is  a  more  expensive  but  more  effective  plan.  A  logical 
method  is  to  announce  the  sending  of  the  booklet  by  a 
prijited  post  card,  and  to  follow  it  by  a  letter  after  the 
reader  has  had  time  to  think  the  matter  over.  The 
letter  then  makes  the  first  real  attempt  to  close  the  sale. 

Throwing  emphasis  on  the  tooklet: 

The  booklet  will  not  disappoint  you.  The  open  type 
and  wide  margins  of  ...  .  will  invite  you  to 
read,  and  fifteen  minutes  of  reading  will  give  you  a 
fairly  concise  and  intelligent  view  of  the  whole  paint 
problem — what  paint  is,  how  it  acts,  how  to  use  it, 
what  it  should  cost,  and  come  of  the  pitfalls. 

Many  persons  in  planning  a  home  do  not  even  stop 
to  consider  brick,  because  of  the  general  belief  that 

only  the  wealthy  can  afford  to  use  it will 

show  you  how  erroneous  this  belief  is. 


266  SPECIFIC    TYPES    OF    LETTERS 

You  can  absolutely  depend  on  the  statements  made 
in  this  booklet.  Investigation  by  you  in  your  own  com- 
munity will  verify  any  and  all  of  them.  Wherever  pos- 
sible we  have  quoted  from  unprejudiced  sources,  as, 
for  instance,  the  figures  on  cost  of  maintenance  and 
repairs,  the  statistics  on  the  tremendous  annual  waste 
by  fire  in  America  due  to  inferior  building,  and  the 
United  States  Government  test  establishing  the  supe- 
riority of    ....    as  a  fire-resistive  material. 

We  are  sure  that  as  a  prospective  home-builder  you 
will  find  this  booklet  interesting. 

Did  you  read  our  portfolio  of  plans  carefully?  If  so, 
you  surely  found  it  interesting  and  of  value. 

You  will  find  that  the  letters  in  the  enclosed  book- 
let have  a  personal  interest.  They  may  suggest  to  you 
how  you  can  save  time  in  your  own  business. 


Chapter  XVI 
Sales  Letters — Follow-up  Letters* 

247.  The  follow-up.  The  series  of  letters  written  to 
a  prospective  customer  can  utilize  the  values  that  come 
from  repetition  and  variety^.  By  repeated  appeals  it  can 
break  down  indifference  and  secure  attention.  Variety 
keeps  the  customer's  interest  fresh  for  every  appeal, 
where  repetition  alone  would  become  monotonous;  and 
by  constant  change  of  weapons  it  can  finally  discover  the 
effective  one.  Each  letter  must  be  as  carefully  written 
as  though  there  were  no  others  in  the  series,  and  must 
make  a  definite  and  thorough  attempt  to  close  the  sale. 

248.  Repetition.  To  secure  the  first  of  the  two 
values,  every  letter  in  the  series  must  make  some  of  the 
same  fundamental  suggestions,  and  express  or  imply 
some  relation  to  previous  letters.  The  distinctive  name 
or  trade-mark  must  be  prominent  in  all,  and  the  central 
values  of  the  article  must  never  be  entirely  lost  sight  of. 
The  general  get-up  of  all  must  be  enough  alike  so  that 
when  the  envelope  is  opened  each  letter  is  instantly 
recognized  as  coming  from  the  same  company. 

249.  Variety  in  subject  matter.  But  granted  this 
essential  unity,  the  series  should  seek  variety  wherever 
it  can  be  found.  Variety  in  subject  matter  is,  first,  a 
question  of  taking  up  new  points.  If  the  first  letter  is 
written  in  reply  to  an  inquiry,  it  probably  will  cover 
the  whole  proposition,  and  succeeding  letters  can  each 

*See  also  Chapter  XXIV. 

267 


268  SPECIFIC   TYPES   OF   LETTERS 

take  up  and  prove  one  of  the  topics  mentioned  there;  or 
each  new  letter  can  produce  new  evidence  on  the  same 
point,  fresh  testimonials  from  purchasers,  or  facts  which 
the  company  has  just  discovered.  Or  if  the  first  letter 
is  written  to  secure  an  inquiry,  it  probably  will  mention 
a  single  important  point,  while  succeeding  letters  men- 
tion others,  until  the  one  of  chief  interest  to  the  man 
addressed  is  reached.  Lettera  can  be  sent  as  from  dif- 
ferent departments  or  different  officials  of  the  company, 
perhaps  making  mention  of  the  fact  that  one  officer  has 
invited  the  other  to  present  the  case  from  his  angle. 

Variety  of  subject  is,  second,  a  question  of  new  assump- 
tions to  explain  whj^  the  prospective  customer  has  not 
answered.  These  may  apply  to  any  kind  of  letter.  Per- 
haps he  simply  has  not  made  up  his  mind,  and  needs 
more  information;  this  is  the  most  successful  and  nat- 
ural assumption.  Perhaps  he  is  really  hesitating,  and 
needs  more  urgent  persuasion.  Perhaps  he  is  not  now 
in  the  market,  and  some  means  must  be  taken  to  discover 
the  fact.  (See  254.)  It  is  unwise  ever  to  assume  that 
a  prospective  customer  has  definitely  decided  not  to 
buy;  assume  rather  that  he  has  postponed  his  decision 
to  some  future  time.  Perhaps  he  has  specific  objections. 
He  thinks  the  article  may  not  be  valuable  for  his  exact 
needs,  and  the  letter  must  canvass  a  varietj^  of  typical 
situations  to  show  how  widely  the  article  is  used,  and,  if 
possible,  to  strike  his  particular  case.  Or  he  has  been 
looking  up  a  competitor's  line,  and  the  letter  must  use 
the  "comparative  merit"  argument,  emphasizing  the  ex- 
clusive advantages  of  the  writer's  product.  (It  is  a  poor 
policy,  by  the  way,  to  speak  directly  in  letters  about  a 


SALES  LETTERS— FOLLOW-UP  LETTERS   269 

competitor's  goods;  it  gives  them  free  advertising.)  Or 
the  security  and  reliability  of  the  company  is  in  ques- 
tion, and  the  letter  emphasizes  guarantees  and  successful 
service.  Or  the  price  seems  too  high,  and  the  writer  may 
meet  that  objection  indirectly  by  showing  how  well 
worth  its  price  a  thoroughly  good  article  is,  and  how  it 
pays  for  itself  in  service. 

If  the  writer  chooses  to  meet  the  objection  to  price 
directly,  he  may  offer  extra  inducements.  It  is  bad  policy 
to  cut  prices ;  the  customer  will  hold  out  longer  in  hope 
of  further  reductions,  besides  suspecting  the  reliability 
of  the  seller  and  the  real  merit  of  his  goods.  To  set  a 
bargain  price  for  a  limited  time  does  not  carry  quite 
so  much  implication  that  the  original  price  is  unwar- 
rantedly  high,  since  the  principle  of  bargain  sales  to 
raise  cash  quickly  or  to  draw  trade  is  well  established  in 
the  minds  of  buyers.  Suspicion  is  still  less  likely  to  be 
raised  if  a  logical  reason  is  given  for  the  offer.  But  it  is 
better  to  preserve  the  reputation  of  the  article  by  main- 
taining its  price  and  giving  something  away  with  it — 
perhaps  also  for  a  limited  time.  Or  as  in  the  case  of  the 
magazine  subscription  letter  shown  in  237,  where  a  dollar 
bonus  is  offered  for  a  new  subscriber,  a  scheme  may  be 
presented  for  lowering  the  actual  payment  price  with- 
out changing  the  nominal  price.  Or  where  the  nature 
of  the  goods  permits,  a  cheaper  article  can  be  offered  on 
the  assumption  that  the  customer  has  a  certain  sum  to 
spend  and  wants  the  value  of  that  sum  in  service,  though 
he  is  not  able  to  buy  the  better  article.  The  last  method 
casts  no  discredit  on  the  article  first  offered — indeed, 
the  advantages  of  the  better  article  may  show  more 


m  SPECIFIC  TYPES  OF  LETTERS 

strongly  by  contrast  with  the  inferior  article,  and  may 
induce  the  customer  to  buy  it  after  all.  If  the  letter  is 
tactfully  written  it  need  imply  no  lack  of  taste  or  judg- 
ment in  the  buyer's  choice  of  second  best. 

250.  Variety  in  appearance.  The  appearance  of 
successive  letters  can  be  varied  without  losing  their  essen- 
tial resemblance.  One  can  be  a  page  long,  another  half  a 
page  or  a  page  and  a  half.  A  short  one  can  be  double- 
spaced,  and  a  longer  one  single-spaced.  The  length  of 
paragraphs  can  be  made  different  from  one  letter  to 
the  next,  and  the  width  of  margins  altered.  Any  num- 
ber of  changes  can  be  rung  on  the  point  of  contact  and 
the  clincher.  The  devices  for  emphasis  (see  277)  can 
be  altered.  The  size  and  shape  of  envelopes  can  be 
changed — the  note  size,  for  example,  being  used  for  a 
letter  from  a  higher  official  like  the  president — and  even 
the  color  of  paper  and  the  design  of  the  letter-head.  A 
post  card  in  one  of  the  multitudinous  clever  styles  now 
to  be  found  makes  a  good  alternate  with  letters  if  the 
subject  is  not  too  dignified  or  too  private  for  such  treat- 
ment. The  printed  matter  accompanying  the  letters  can 
be  changed  in  numberless  ways.  All  this  variety  has 
instant  effect  in  awakening  the  reader's  interest,  and 
persuading  him  to  give  a  new  hearing  to  the  new 
message. 

251.  Questions  that  produce  a  reply.  From  the 
outset,  the  writer  of  sales  letters  works  for  a  reply  to 
his  letters.  A  reply  with  an  order  is  naturally  what  he 
wants,  but  in  default  of  this  he  is  glad  of  a  reply  of 
any  kind.     First,  if  the  customer  takes  some  action, 


SALES    LETTERS— FOLLOW-UP    LETTERS       271 

however  slight,  he  remembers  the  seller's  firm  more 
easily  than  if  he  only  read  the  letter  and  did  nothing 
about  it.  Second,  any  reply  by  testifying  to  a  greater 
degree  of  interest,  enables  the  seller  to  follow  up  th.e 
customer  with  more  confidence,  and  helps  to  regulate  the 
number  of  letters  sent.  Third,  a  reply  is  likely  to  give 
some  information — the  more  the  better — about  the  cus- 
tomer's precise  needs  so  that  the  seller  can  shape  future 
letters  more  exactly  to  his  case.  Fourth,  even  a  flat 
negative  reply,  *  *  I  am  not  interested, ' '  the  last  thing  the 
seller  wants  to  hear,  can  be  made  the  occasion  of  a 
courteous  letter  regretting  the  intrusion,  apologizing  for 
it  on  the  ground  of  the  seller's  confidence  in  the  service 
his  goods  can  give,  and  informing  the  customer  what  to 
do  when  he  is  finally  ready  to  buy  them.  But  there  are 
numerous  ways  of  securing  a  more  favorable  reply  and 
avoiding  the  flat  negative. 

The  request  in  the  clincher  should  be  as  simple  and 
general  as  possible.  But  on  an  accompanying  sheet  of 
paper  or  a  reply  post  card  there  is  room  for  an  order 
form,  for  specifications  and  plans,  or  for  a  series  of 
questions.  Two  good  devices  to  secure  favorable  answers 
are,  first,  to  use  persuasive  and  interesting  language  on 
the  sheet  or  the  card  and  in  phrasing  the  questions  them- 
selves, and,  second,  to  include  in  the  series  of  questions 
one  or  two  which  the  reader  is  pretty  certain  to  answer 
affirmatively,  thus  taking  a  step  in  the  right  direction. 

In  the  original  of  the  following  illustration,  space  was 
left  for  replies. 

Did  you  read  the    ....    sent  you?    What  did 
you  think  of  it?    If  I  sent  you  free  cgpiea  from  time  to 


272  SPECIFIC   TYPES    OF   LETTERS 

time  would  you  read  them?  If  you  used  .... 
would  it  be  in  the  interest  of  your  business  or  per- 
sonal investments?  Provided  the  service,  as  outlined 
in  my  last  letter,  is  not  suited  to  your  needs,  would  a 
"condensed"  service  at  a  reduced  cost  interest  you? 

252.  Length  of  the  follow-up.  One  of  the  most  dis- 
puted questions  in  sales  letter  writing  is  how  to  know 
when  to  stop  writing  to  a  prospective  customer.  The 
ultimate  answer  is  the  cost  of  getting  orders;  if  a  long 
follow-up  is  too  expensive  in  proportion  to  the  sales  it 
makes,  it  must  be  shortened.  Moreover,  it  is  certainly 
poor  policy  to  send  letters  to  a  man  who  is  not  interested ; 
it  not  only  wastes  money  but  is  a  nuisance  to  him. 

Three  principles  are  today  pretty  generally  adopted ; 
(a)  If  ever}'-  letter  is  courteous,  interesting,  full  of 
sound  information,  and  not  over  urgent,  it  is  not  likely 
to  give  offense,  (b)  A  short  series,  say  two  letters  and 
a  post  card,  is  enough  for  general  distribution  in  reply 
to  inquiries,  (c)  No  matter  what  the  length  of  a  series, 
its  last  letter  should  assume  that  the  customer  will  some 
day  be  ready  to  buy.  It  should  "keep  the  proposition 
open. ' '  This  costs  the  writer  nothing,  and  at  least  leaves 
the  person  addressed  in  a  pleasant  frame  of  mind. 

Other  principles  that  bear  on  the  question  are  taken 
up  in  the  three  succeeding  sections. 

253.  Classifying  the  follow-up.  The  length  and  na- 
ture of  a  series  can  be  partly  determined  according  to 
its  classification,  which  is  usually  stated  as  follows : 

(a)  The  campaign  follow-up,  which  sends  letters  to 
a  prospective  customer  for  a  definitely  predetermined 


SALES   LETTERS— FOLLOW-UP   LETTERS        273 

period.  It  assumes  that  at  one  particular  time  his  in- 
terest is  keener  than  it  ever  will  be  again,  and  when  that 
time  is  elapsed  the  series  stops.  The  number  of  letters 
and  booklets  sent  within  the  time  will  be  few  or  many, 
according  to  the  amount  of  consideration  the  subject 
naturally  requires. 

(b)  The  wear-out  follow-up,  which  continues  sending 
letters  to  all  the  people  on  a  list,  as  long  as  the  sales 
made  to  that  list  will  justify  advertising  expenses.  The 
list  must  be  prepared  carefully  so  as  to  include  only 
probable  customers. 

(c)  The  continuous  follow-up,  which  sends  letters  at 
intervals  to  regular  customers,  or  to  prospective  cus- 
tomers who  are  worth  the  continued  attempt.  The  letters 
may  be  sent  only  at  times  when  the  person  addressed  is 
most  likely  to  be  in  the  market,  and  the  intervals  be- 
tween them  may  be  long.  Or  letters  may  accompany 
the  monthly  or  weekly  price  lists,  or  be  issued  whenever 
a  special  offer  is  made. 

A  follow-up  of  this  last  kind  seems  the  most  logical 
development  in  sales  letter  writing.  When  sent  to  a 
man  who  has  not  purchased,  it  assumes  that  he  needs 
only  to  be  reminded  pleasantly  from  time  to  time  that 
these  are  goods  he  has  use  for.  When  sent  to  a  man  who 
has  purchased,  it  assumes  that  he  likes  the  service  of 
the  firm  as  well  as  its  goods  and  will  be  glad  to  buy 
again.  In  both  cases  the  tone  can  be  friendly  and  not 
too  urgent;  in  the  second  case  the  letters  can  assume 
the  comfortable  and  pleasant  relations  of  old  acquaint- 
ance. In  both,  the  letters  can  supplement  the  visits  of 
a  salesman.     The  appeal  should  come  to  a  point  of 


274  SPECIFIC    TYPES    OF    LETTERS 

greater  urgency  from  time  to  time,  probably  by  means 
of  one  of  the  letters  described  in  the  two  following 
sections. 

254.  "Are  you  interested?"  Most  firms  that  issue 
a  follow-up  make  use  at  some  time  of  a  letter  designed 
to  find  out  whether  the  person  addressed  is  really  inter- 
ested. This  guards  against  needless  expense  in  con- 
tinuing the  series,  or  determines  whether  the  "prospect" 
is  worth  a  salesman 's  call ;  and  it  has  another  value  that 
possibly  justifies  it  even  further.  The  customer  has 
fallen  into  the  habit  of  reading  the  sales  letters,  even 
of  being  interested  by  each  one,  but  he  reads  only  two- 
thirds  of  the  way  down  the  page,  stopping  before  he 
gets  to  the  clincher.  He  takes  in  the  information,  but 
skips  the  appeals.  Now  this  state  of  mind  is  better  than 
a  total  lack  of  interest,  but  it  must  be  turned  into  action. 
Accordingly  a  letter  is  used  which  begins  with  the  appeal 
for  action,  or  which  consists  entirely  of  such  an  appeal. 
The  reader  cannot  escape  the  direct  question,  and  he  is 
pretty  likely  to  send  in  a  reply  which  will  give  the  ad- 
vertiser an  opportunity.  (See  251.)  It  is  an  open  ques- 
tion whether  such  a  letter  should  repeat  some  of  the 
arguments  used  in  earlier  letters,  or  should  rely  simply 
on  giving  a  jolt  to  the  reader's  attention.  Apparently 
most  writers  incline  to  the  former  theory,  believing  that 
every  letter  should  contain  reasons  for  purchasing. 

The  first  of  the  two  letters  shown  below,  which  accom- 
panied the  set  of  questions  given  in  251,  was  type- 
written as  a  small  square  in  the  center  of  a  full  page. 
The  man  to  whom  it  was  addressed  had  sent  an  inquiry 


Sales  letters-follow-up  letters    2?s 

but  no  order.  With  the  second  was  sent  a  post  card  on 
which  the  man  addressed — a  small  purchaser  who  had 
not  bought  for  some  time — could  check  one  of  two  state- 
ments, to  indicate  either  that  he  would  be  glad  to  re- 
ceive investment  circulars,  or  that  he  would  be  in  the 
market  on  a  certain  date,  though  at  present  he  was  not 
ready  to  buy. 

Examples  of  tico  different  theories: 

I  would  consider  it  a  very  great  favor  if  you  would 
read  the  enclosed  ....  letter  and  mail  the  ques- 
tions to  me.  If  you  are  interested,  I  will  gladly  mail 
further  details.  If  not  interested,  I  regret  it,  but  will 
thank  you  to  mail  your  reply  in  the  stamped  envelope 
to    ...    . 

For  the  first  time  since  my  return  from  Europe,  I 
have  been  able  to  go  into  the  details  of  our  office  cor- 
respondence, and  have  noted  with  much  regret  that  we 
have  not  heard  from  you  in  regard  to  an  investment. 
I  therefore  am  presuming  on  your  friendly  acquaint- 
ance with  our  House  and,  as  its  President,  am  writing 
you  personally  to  offer  you  the  services  of  our  organi- 
zation. 

I  wish  to  impress  upon  you  that  it  is  the  desire  of 
our  House  to  keep  in  close  personal  touch  with  our 
clients  so  that  we  may  be  enabled  to  serve  their  best 
interests  in  all  matters  pertaining  to  investments. 

You  will  be  interested  to  know  that  at  no  time  dur- 
ing the  past  three  months — in  fact,  at  no  time  during 
the  history  of  these  bonds  as  I  have  intimately  known 
them — have  first  mortgage  serial  bonds  had  their 
soundness  impaired  one  iota.  In  planning  your  invest- 
ments so  as  to  secure  the  largest  possible  income  ob- 
tuinable  with  absolute  safety,  I  believe  you  will  be 


776  SPECIFIC  TYPES  OF  LETTERS 

glad  to  have  this  rather  remarkable  Information  for 
your  guidance, 

I  strongly  believe  that  it  will  be  to  your  interest  to 
acquaint  yourself  with  the  merits  of  these  invest- 
ments, as  I  personally  recommend  them  as  issues  of 
unquestioned  safety,  deserving  of  your  careful  con- 
sideration as  a  conservative  and  discriminating  pur- 
chaser of  securities. 

So  that  your  letter  will  come  to  my  personal  atten- 
tion, I  am  enclosing  a  stamped  return  envelope,  and  I 
shall  be  pleased  to  forward  descriptive  circulars  if  you 
will  fill  out  the  accompanying  card  and  return  it  to  me 
at  your  convenience. 

In  thanking  you  for  the  patronage  with  which  you 
have  favored  us,  I  want  to  assure  you  of  my  sincere 
appreciation  of  your  account  and  to  express  the  hope 
that  our  pleasant  business  relations  will  continue  for 
many  years  to  come, 

255.  The  "jogging"  letter.  Another  letter  which 
questions  the  prospective  customer  frankly  is  the  "jog- 
ging" letter  sent  to  old  customers  in  the  endeavor  to  in- 
crease their  orders.  Perhaps  orders  have  fallen  off; 
perhaps  they  are  smaller  than  the  customer 's  rating  war- 
rants. It  is  a  good  plan  to  ask  if  there  has  been  cause 
for  dissatisfaction,  and  then,  by  a  full  adjustment,  to 
bring  the  customer  again  into  cordial  relations  with  the 
seller.  This  letter  differs  from  the  one  treated  in  the 
preceding  section  chiefly  in  that  it  does  not  imply  any 
intention  to  stop  selling  efforts,  and  that  it  can  be  used 
where  no  regular  follow-up  series  has  been  issued. 

The  third  letter  shown  below  applies  the  same  prin- 
ciples in  supplementing  the  "jog"  administered  by  a 
salesman. 


SALES  LETTERS— FOLLOW-UP  LETTERS    277 

In  looking  over  our  Wisconsin  business,  we  note  you 
bought  from  us  in  1908,  $8.53;  in  1909,  $166.65;  and 
so  far  in  1910,  nothing.  We  arc  very  much  disap- 
pointed to  see  this  falling  off  and  trust  it  is  not 
through  any  dissatisfaction  with  us. 

We  are  selling  some  of  the  very  best  trade  in  the 
United  States  today  and  are  in  a  position  to  take  care 
of  your  orders  in  an  entirely  satisfactory  manner. 

We  are  represented  in  your  territory  by  Mr.  E.  K. 
Norton,  one  of  our  best  salesmen,  thoroughly  familiar 
with  the  lines  of  goods  we  carry,  as  straight  as  a  string, 
and  a  gentleman  upon  whom  you  can  rely  absolutely. 

Will  you  not  let  us  know  if  there  is  any  reason, 
within  our  power  to  remove,  for  the  falling  off  in  our 
trade  with  you?  Our  only  wish  is  to  give  you  effective 
service,  to  help  you  do  business  with  satisfied  cus- 
tomers. Will  you  not  use  the  enclosed  stamped  en- 
velope for  a  reply? 

Looking  over  our  old  records  today  I  notice  that  it  is 
some  time  since  you  bought  any  goods  from  us.  It 
hurts  us  when  one  of  our  old  friends  ceases  to  buy, 
and  I  am  therefore  going  to  take  the  liberty  of  asking 
why  we  do  not  now  enjoy  a  share  of  your  trade. 

Please  be  frank  with  us.  If  anything  is  wrong,  v/e 
want  to  know  it.  We  want  to  learn  our  weak  points  as 
well  as  our  strong  ones. 

Certainly  we  are  in  better  shape  to  take  care  of  you 
now  than  ever  before.  Our  line  is  more  complete,  our 
prices  nearer  hard  pan,  and  our  facilities  for  handling 
business  more  nearly  perfect. 

I  assure  you  that  a  prompt  reply  will  be  appre- 
ciated, and  trust  you  may  have  a  prosperous  season's 
business  in  which  we  hope  to  share. 

Do  you  remember  April  10,  1914? 

It  was  the  day  you  last  ordered  cigars  of  us. 

In  looking  over  our  records,  It  worried  me  a  Jot  to 


278  SPECIFIC    TYPES    OF    LETTERS 

see  that  you  have  not  ordered  since  that  date.     I  won- 
der what  we  have  done  to  lose  so  good  a  customer? 

I'm  dropping  you  a  line  to  ask  whether  you  are  will- 
ing to  tell  rue,  personally  and  frankly,  just  what  the 
difficulty  was. 

You  remember:  those  cigars  were  guaranteed  to 
please  you. 

And  I  want  to  make  that  guarantee  good.  Just  say 
the  word,  and  I  will  refund  the  entire  amount — 
whether  the  cigars  are  still  on  hand  or  not 

Of  course,  accidents  will  happen  at  times.  If  one  has 
happened  in  this  case,  I  hope  you  will  tell  me  about  it. 
I  think  I  can  fix  it  up  the  very  day  I  get  your  reply 
to  this  lettei*. 

Won't  you  write  me  personally,  on  the  back  of  this 
letter,  and  tell  me  whether  there  Is  anything  I  can  do 
NOW  to  set  things  right  between  us. 

Please  use  the  enclosed  (stamped)  envelope — as  I 
want  your  reply  to  come  to  my  desk. 

I  certainly  will  appreciate  your  frankness. 
Sincerely, 

P.  S. — Don't  hesitate  to  talk  plain. 

Every  "kick"  is  a  "boost." 

Your  frank  criticism  will  help  me  correct  any  faults, 
and  will  enable  me  to  hold  the  trade  of  my  customers. 
So,  you  see,  you  are  really  doing  me  a  service  to  "kick." 

We  are  indeed  sorry  to  learn,  through  Mr.  Mack, 
that  you  informed  him  when  he  visited  you  recently, 
that  you  no  longer  desire  to  favor  us  with  your  orders, 
due  to  your  dissatisfaction  with  the  condition  in  which 
previous  shipments  reached  you. 

Now,  Mr.  Oldham,  it  has  always  been  our  chief  aim 
to  satisfy  our  many  friends  and  customers,  and  to  keep 
in  such  close  touch  with  them  that  we  might  adjust  all 
differences  to  their  complete  satisfaction. 

That  is  why  we  are  writing  to  you  now,  and  we  as> 


SALES    LETTERS— FOLLOW-UP    LETTERS       279 

sure  3'ou  that  we  would  greatly  appreciate  it  if  you 
would  inform  us  on  the  back  of  this  letter,  using  the 
enclosed  stamped  envelope,  just  where  the  trouble  lies, 
so  that  we  may  serve  you'to  better  advantage  should 
you  again  favor  us  with  the  opportunity.  We  cer- 
tainly appreciate  the  trade  you  have  favored  us  with  in 
the  past,  and  will  make  every  effort  to  merit  a  continu- 
ation of  it  in  the  future. 

Why  not  send  us  the  order  that  you  would  have 
favored  Mr.  Mack  with  had  you  not  been  dissatisfied? 
We  shall  do  our  best  to  correct  the  trouble,  and  shall 
see  to  it  that  the  goods  reach  you  in  satisfactory  con- 
dition. 

Will  you  please  let  us  hear  from  you?  We  want  to 
please  you  in  every  respect,  and  wish  that  you  would 
favor  us  with  another  opportunity  to  prove  to  you  that 
we  are  fully  able  to  do  so. 

256.  Negative  suggestions.  The  writer  of  a  follow- 
up  is  tempted  during  the  course  of  the  series  to  make 
various  negative  suggestions,  all  of  which  imply  that  he 
has  failed  or  is  about  to  fail  to  secure  attention. 

(a)  Emphasis  on  the  failure  to  secure  a  reply. 
Better  throw  emphasis  on  the  goods  to  be  sold.  (See 
<^240.)  Even  the  letters  discussed  under  254  and  255 
can  be  manipulated  so  as  to  suggest  purchasing,  and  to 
make  a  positive  reply  easier  than  a  negative  one.  It  is 
a  negative  suggestion  to  use  one  of  these  letters  too 
early  in  the  series. 

Negative  contact: 

Although  we  have  written  you  several  times,  we  have 
not  been  successful  so  far  in  securing  your  business. 

Having  written  you  twice  and  received  no  reply,  we 


280  SPECIFIC   TYPES   OF  LETTERS 

are  going  to  make  another  attempt  to  interest  you  in. 
our  machines. 

Your  delay  in  answering  bur  previous  communica- 
tions regarding  ....  leads  us  to  believe  that  you 
do  not  fully  appreciate  the  protection  that  this  mate- 
rial will  give  your  goods  in  shipment. 

We  feel  sure  that  you  must  have  overloolced  the 
proposition  we  recently  made  you  on  ...  .  roofing, 
and  beg  a  moment  of  your  attention  and  serious  con- 
sideration. 

(b)  The  suggestion  that  the  booklets  have  not  been 
read.  Better  arouse  the  reader's  interest  in  them  by 
emphasizing  some  point  which  they  treat.  It  may  be  well 
to  discuss  the  point  so  fully  that  it  will  be  clear  from 
the  letter,  even  if  the  booklet  has  been  thrown  away. 

Xegative  contact: 

I  want  to  ask  a  favor  of  you. 

Some  time  ago,  in  response  to  your  inquiry,  I  sent 
you  my  handsome  catalog  explaining  my  famous  .... 

I  am  curious  to  know  what  you  did  with  that  bunch 
of  literature  and  my  letter.  Just  to  satisfy  my  curi- 
osity, will  you  tell  me  if  they  are  on  your  desk  waiting 
to  be  attended  to,  or  if  you  have  given  them  to  a 
friend,  or  if  you  have  thrown  them  into  the  waste 
basket? 

I  will  never  feel  satisfied  with  myself  as  a  salesman 
cr  even  as  an  ordinary  business  man  until  I  receive 
a  reply  from  you  telling  me  the  situation. 

Positive  contact: 

Did  you  notice  how  much  better  our  lubricating  sys- 
tem is  than  other  force-feed  oilers? 

Don't  be  confused  by  a  similarity  of  names.    Read 


SALES  LETTERS— FOLLOW-UP  LETTERS   281 

page  14  of  the  catalog  again.    We  didn't  have  room  to 
explain  the  compression  system. 

(c)  The  letter  which  contains  no  evidence,  simply 
referring  to  previous  letters.  Such  a  letter  is  certainly 
not  positive,  and  it  really  reminds  the  reader  of  the 
failure  to  secure  his  reply.  It  is  true  that  each  letter 
should  imply  relation  to  previous  letters,  but  it  should 
imply  that  they  were  interesting,  and  it  should  make  a 
fresh  claim  to  interest.  Even  a  "jogging"  letter  should 
include  facts,  or  it  will  not  make  a  specific  impression. 

The  three  letters  shown  below  are  courteously  written, 
and  the  third  gives  very  pleasant  emphasis  to  the  idea 
of  service ;  but  each  would  make  a  more  positive  impres- 
sion if  it  included  even  a  few  facts  about  the  goods. 

Evidence  lacking: 

On  the  7th  ult.  we  had  the  pleasure  of  quoting  you 
our  best  price  on  .  .  .  but  as  we  have  not  yet 
received  your  order  we  should  like  to  know  if  you  still 
have  our  offer  under  consideration,  or  if  there  is  any 
reason  which  will  prevent  your  favoring  us  In  the 
matter. 

Hoping  to  hear  favorably  from  you  upon  this  subject 
at  your  early  convenience,  we  remain. 

Some  time  ago  you  wrote  us  requesting  information 
on  the  ....  "We  wrote  you  at  that  time  and  sent 
our  catalog,  but  since  then  we  have  heard  nothing 
from  you. 

We  are  enclosing  a  return  post  card  upon  which  we 
would  thank  you  to  advise  us  whether  or  not  you  are 
still  interested. 

Thanking  you  in  advance  for  the  courtesy,  we  are. 


282  SPECIFIC    TYPES    OF    LETTERS 

TVe  presume  ere  this  you  have  received  .... 
and  an  answer  to  your  letter. 

As  we  have  not  had  the  pleasure  of  hearing  from 
you,  and  as  we  mean  to  answer  all  questions  completely 
and  courteously,  and  to  give  the  fullest  possible  par- 
ticulars, we  would  appreciate  a  letter  from  you  as  to 
whether  we  can  do  anything  further,  or  whether  you 
have  already  purchased  a    .    .    .    . 

With  the  further  assurance  that  our  responsibility 
only  commences  after  you  have  purchased  a  .  .  .  ., 
and  thanking  you  in  advance  for  an  early  reply,  we 
remain, 

(d)  The  suggestion  that  the  correspondence  is  annoy- 
ing. Instead  of  saying,  "We  hope  we  have  not  annoyed 
you  by  our  letters,"  say,  "We  have  tried  to  make  our 
letters  interesting  reading." 

(e)  The  suggestion  that  the  reader  is  under  obliga- 
tion to  answer  because  he  has  received  letters  or  has 
made  an  inquiry.  This  is  emphatically  the  worst  fault 
a  sales  letter  can  commit.  It  offends  against  courtesy; 
it  violates  sincerity,  for  the  reader  well  knows  that  he 
is  under  no  obligation;  it  awakens  anger,  which  is  cer- 
tainly not  a  "buying"  emotion.  The  seller  has  invited 
the  inquiry.  If  he  cannot  hold  the  customer's  interest, 
that  is  part  of  the  risk  of  advertising,  and  he  should 
have  laid  his  plans  so  as  to  know  where  to  stop. 

In  the  examples  that  follow,  the  names  are  altered. 
The  only  reply  these  phrases  seem  intended  to  secure  is 
a  request  to  send  no  more  letters.  But  this  reply  could 
be  taken  for  granted  without  writing  a  letter  that  makes 
the  reader  angry,  and  sends  him  to  spread  among  his 
friends  the  news  of  the  writer's  discourtesy. 


SALES    LETTERS— FOLLOW-UP    LETTERS       283 

We  have  been  expecting  to  receive  an  order  from  you 
for  one  of  our  Waltham  Cabinets,  but  so  far  have  been 

disappointed We  shall  trust  to  hear  from 

you  by  return  mail. 

At  your  request  we  recently  mailed  you  the  Boston 
Book  of  Designs,  showing  Boston  Fadeless  Wallpaper, 
and  we  asked  you  as  a  favor  to  us  if  you  would  be  kind 
enough  to  return  the  post  card  enclosed  with  the  letter, 
so  that  we  might  be  sure  you  received  it 

No  answer  yet  to  our  three  or  four  letters.  They 
were  written  to  you  personally  and  meant  to  be  ot  mu- 
tual advantage.  We  don't  mind  the  time  or  the  post- 
age, but  we  do  feel  that  we  have  a  right  to  expect  the 

courtesy  of  some  further  word  from  you 

If  you  are  going  to  order,  as  we  still  hope,  won't  you 
send  now  while  things  are  the  very  best  of  the  whole 
year?  But  if  you  are  not  going  to  order,  treat  us  fair 
and  say  so  now.  We  are  not  a  bit  independent  We  do 
want  your  trade  but  our  business  is  large  and  our  time 
is  valuable.  Believing  you  will  answer  this  promptly, 
we  are, 

I  trust  that  I  have  shown  you  reasons  why  I  should 
have  the  courtesy  of  a  reply  to  this  letter. 

This  device  of  picking  a  quarrel  so  as  to  secure  a  reply 
is  in  fact  borrowed — whether  consciously  or  not  would 
be  hard  to  say — from  the  collection  follow-up.  But  it 
should  not  require  argument  to  show  that  the  seller  does 
not  wish  his  customers  to  feel  towards  his  salesmen  as 
they  do  towards  bill-collectors.  The  man  who  writes 
sales  letters  as  if  they  were  collection  letters  is  vanishing 
before  the  man  who  writes  collection  letters  as  if  they 
were  sales  letters.  More  flies  are  caught  with  sugar  than 
with  vinegar. 


284  SPECIFIC  TYPES   OF   LETTERS 

257.  Testing  a  letter.  Just  as  any  advertising  cam- 
paign should  be  tried  out  on  a  small  scale  and  in  a 
limited  territoiy  before  it  is  put  into  wider  use,  so  a 
letter  should  be  tested  for  ' '  pulling ' '  power  before  it  is 
given  general  distribution.  No  matter  how  much  theory 
a  writer  has  at  command,  his  success  in  writing  depends 
on  his  stock  of  ideas — and  sometimes  ideas  are  birds 
hard  to  cage.  Moreover,  theories  differ,  and  two  writers 
may  have  contrary  notions  about  the  style,  the  length, 
the  degree  of  urgency,  or  the  amount  of  conviction  or 
persuasion  that  fits  a  letter  on  a  particular  subject  to  a 
particular  class  of  buyers  and  at  a  particular  stage  of 
selling  operations.  Who  shall  decide  when  doctors  dis- 
agree ?  Fortunately  it  is  not  necessary  to  kill  the  patient 
while  making  the  test.  Two  or  three  letters  covering  a 
proposition  can  be  prepared  with  the  best  skill  their 
writers  possess,  and  sent  to  a  portion  of  the  list  of  people 
who  are  finally  to  be  addressed.  The  sales  resulting, 
from  each  letter  can  be  compared  with  its  cost,  and  the 
winning  letter  put  into  wider  use.  If  no  one  of  the 
letters  pays  expenses,  the  greater  loss  of  a  complete 
campaign  will  be  avoided. 


Chaptbr  XVII 
Sales  Letters — Special  Cases — Illustrations* 

258.  Letters  to  women.  It  is  a  generally  accepted 
principle  that  since  women  have  more  time  to  read 
letters  than  do  men,  and  since  they  act  more  on  instinct, 
letters  to  them  should  be  longer  and  should  make  more 
use  of  persuasion.  This  principle  when  applied  unin- 
telligently  often  results  in  two  or  three  pages  of  ridic- 
ulous, wordy  "slush,"  an  insult  to  any  woman's  intelli- 
gence, and  tedious  to  read.  The  use  of  persuasion  and 
of  a  friendly,  conversational  style  is  very  far  from  ex- 
cluding specific,  reasonable  language.  Definite  appeals 
to  the  money-saving  and  labor-saving  instincts  and  to 
the  desire  for  the  beautiful;  appeals — if  addressed  to 
housewives — based  on  the  welfare  of  the  home  and  the 
family;  these  do  no  more  than  follow  the  basic  prin- 
ciples that  teach  us  to  adapt  material  to  the  needs  and 
the  tastes  of  the  reader. 

259.  Letters  to  farmers.  Because  so  many  letters  to 
farmers  are  written  by  city  men,  it  is  customary  to  give 
special  warning  that  the  wants  of  this  class  of  buyers 
must  receive  individual  study.  Farmers  are  as  a  class 
highly  critical  of  the  evidence  presented,  and  are  able 
to  judge  of  it,  so  that  they  will  detect  insincerity  or 
logical  shallowness.  They  appreciate  good  appearance 
and  courteous  language  in  letters.  They  are  interested 
in  discussion,  and  are  likely  to  become  warm  partisans 


•See  also  Chapter  XXIV. 


286  SPECIFIC    TYPES    OF    LETTERS 

of  one  firm  or  another,  so  that  the  "comparative  merit" 
and  "exclusive  feature"  arguments  can  be  used  more 
freely  with  them.  Personal  letters  sent  from  some  one 
they  know  are  more  effective  than  form  letters  sent  from 
a  city  agency,  so  that  at  least  one  great  house  has  aban- 
doned the  latter  type  and  is  helping  its  dealers  to  write 
the  first.  Farmers  have  time  to  read  two-page  letters, 
but  the  letters  must  be  full  of  facts. 

260.  Letters  to  traveling  salesmen.  The  material 
best  fitted  for  long-distance  inspiration  to  salesmen  on 
the  road,  which  will  help  them  to  sell  goods  and  bind 
them  more  effectively  to  the  house  they  represent,  is  of 
five  chief  kinds : 

(a)  Information  about  their  goods ;  reminding  them 

of  old  "talking  points,"  outlining  new  ones, 
providing  fresh  evidence  and  new  phrase- 
ology, increasing  their  confidence  in  the 
articles  they  sell. 

(b)  Information    about    their    customers;    giving 

them  the  accumulated  wisdom  of  the  house 
upon  the  proper  way  to  sell  to  certain  in- 
dividuals, or  to  go  to  work  on  certain  terri- 
tory. 

(c)  Information  about  the  selling  operations  of  the 

house  and  its  competitors ;  how  other  men  are 
succeeding  with  these  goods,  how  other  lines 
of  goods  are  succeeding,  what  the  general 
trade  situation  is,  as  well  as  regular  an- 
nouncements concerning  prices,  the  addition 
of  new  lines  of  goods,  etc. 


SALES    LETTERS— SPECIAL    CASES  287 

(d)  General    education   in    salesmanship    and   the 

principles   of   success  in   business — ''ginger 
talk,"  so  called. 

(e)  Discussion  of  the  work  this  salesman  is  doing, 

appreciation,   encouragement,   or   suggestion 

for  improvement. 
All  of  this  is  most  effective  when  it  has  news  value; 
for  the  salesman  needs  fresh  inspiration  for  today,  and 
this  is  best  accomplished  by  today's  ideas,  or  yester- 
day's ideas  new-varnished  to  meet  today's  necessities. 
It  must  be  cheery,  vigorous,  positive  always,  and  full  of 
hard  facts  that  will  stay  in  his  mind  when  the  atmos- 
phere of  the  letter  has  evaporated. 

261.  Letters  to  dealers.  A  letter  to  a  dealer  must, 
above  all,  state  its  proposition  clearly  and  briefly,  for  he 
is  beset  by  appeals  and  cannot  waste  time  in  reading 
long  letters.  In  presenting  the  goods  from  his  point  of 
view,  the  writer  must  remember  that  this  differs  radi- 
cally from  the  customer's  point  of  view.  The  dealer 
does  not  eat  all  the  groceries  or  wear  all  the  shirts  he 
buys,  nor  get  breakfast  on  all  the  stoves  in  his  store. 
These  articles  represent  to  him  primarily  goods  which 
are  to  be  sold  at  a  profit,  and  he  is  only  secondarily  in- 
terested in  the  details  of  their  merit.  The  basic  argu- 
ments for  dealers,  then,  are  first,  arguments  showing 
that  the  goods  will  sell  well — that  is,  without  too  much 
pushing  by  the  dealer  and  without  staying  too  long  on 
his  shelves ;  and  second,  arguments  showing  that  the  sale 
will  be  profitable,  that  each  sale  will  bring  a  fair  per- 
centage of  returns. 


288  SPECIFIC  TYPES   OF  LETTERS 

To  support  these  primary  arguments,  however,  all  the 
arguments  that  are  effective  with  customers  can  be  used. 
"It  will  pay  you  to  handle  a  line  like  this,"  runs  the 
suggestion.  "Your  customers  will  buy  these  goods; 
read  the  folders  we  send  them  to  see  why  they  will  be 
attracted.  Wouldn't  these  arguments  be  effective  with 
you  if  you  were  a  consumer  ?  To  sell  goods  of  such  high 
quality  establishes  your  reputation  in  the  community 
and  gives  you  a  permanent  hold  on  your  trade. ' ' 

"Dealer  helps"  given  by  the  jobber  or  the  manufac- 
turer apply  toward  making  the  goods  sell  well.  They 
can  take  numberless  forms :  national  or  sectional  adver- 
tising; cuts  and  copy  for  local  advertising;  part  pay- 
ment for  local  advertising;  form  letters  sent  by  the 
wholesaler  to  a  list  of  names  compiled  by  the  dealer,  or 
written  by  the  wholesaler  to  be  issued  by  the  dealer; 
folders,  booklets,  signs — all  are  factors  in  making  sales 
for  the  dealer.  A  demonstrator  or  canvassers  can  be 
sent  into  the  dealer's  territory ;  samples  can  be  supplied, 
with  help  in  distributing  them  effectively.  Schemes  can 
be  furnished  for  effective  window  display,  or  for  counter 
arrangement  and  general  store  plan.  The  latest  theories 
of  merchandising  can  be  explained  with  examples  of 
their  successful  practice;  even  systems  of  cost  account- 
ing can  be  furnished  to  the  retail  merchant.  There  is 
not  a  point  in  the  dealer's  problem,  in  buying,  trans- 
portation, display,  selling,  or  making  payment,  in  which 
the  wholesaler,  under  the  stress  of  modern  competition 
and  enlightened  by  modem  ideas  of  co-operation,  has  not 
found  a  way  to  help. 

And  letters,  in  the  shape  of  a  continuous  follow-up  to 


SALES    LETTERS— SPECIAL   CASES  289 

old  customers,  or  a  campaign  to  new  ones,  are  the  means 
of  keeping  dealers  alive  to  every  item  of  the  whole- 
saler's co-operation. 

A  letter  can  also  be  used  to  notify  the  dealer  of  an 
inquiry  received  from  his  territory.  It  can  give  the 
name  and  address  of  the  inquirer  and  any  other  in- 
formation about  him  that  may  assist  in  making  the  sale ; 
a  statement  of  what  the  wholesaler  has  written  him  or 
a  carbon  copy  of  the  wholesaler's  letter;  a  reminder  of 
some  of  the  most  effective  arguments;  and  lively  en- 
couragement to  secure  the  order.  Such  letters  can  be 
turned  into  good  arguments  for  getting  a  dealer  to  take 
an  agency  or  to  enlarge  his  orders,  by  showing  him  the 
demand  which  exists  for  these  goods  in  his  territory. 

262.  Summary.  When  in  doubt  what  to  say  in  a 
sales  letter,  use  more  facts.  It  is  wise  to  try  to  use 
attractive  language,  to  state  facts  persuasively  and  from 
the  customer's  standpoint,  adopting  the  ''you"  attitude, 
not  the  ''we,"  and  to  avoid  negative  suggestions.  But 
when  in  doubt,  the  writer  should  fill  up  his  letter  with 
facts.  In  choosing  between  one  fact  and  another,  he 
should  use,  not  the  one  that  has  most  interest  to  him, 
but  the  one  that  comes  closest  to  his  customer's  needs. 

The  scope  of  sales  letters  is  as  wide  as  the  scope  of 
man's  need  and  man's  inventiveness.  A  small  volume 
could  be  written  on  almost  every  point  touched  on  in  these 
chapters  on  sales  letters,  which  will  yet  seem  to  the 
novice  long  enough.  But  let  any  man  study  his  goods 
and  his  customers  and  stick  to  his  facts,  and  he  can  learn 
to  write  sales  letters  that  will  help  to  sell  his  goods. 


290  SPECIFIC    TYPES     OF    LETTERS 

263.     Sales  letters,  classified. 
A  special  inducement  to  a  regular  customer: 

Our  dry-goods  buj-ers  have  been  very  fortunate  in 
securing  what  we  consider  the  handiest  racls  on  the 
market  for  the  proper  showing  of  lace  curtains.  You 
will  find  it  illustrated  on  the  enclosed  circular. 

For  a  limited  time  only,  we  are  giving  these  racks 
free  to  merchants  buying  our  $60.00  assortment  of  lace 
curtains,  which  consists  of  fifty-four  pairs  of  our  very 
best  values  at  our  regular  price. 

The  rack  will  show  twenty-four  curtains  at  one  time, 
and  so  is  ideally  adapted  for  the  store  that  is  crowded 
■  for  space.    It  is  the  best  lace  rack  we  have  been  able 
to  find  after  many  months  searching  both  in  the  for- 
eign and  domestic  markets. 

If  you  will  use  the  enclosed  order  blank  and  the 
self-addressed  envelope  for  your  order  it  will  have  my 
prompt  and  special  attention. 

The  orders  will  be  filled  in  rotation ;  first  come,  first 
served. 

We  trust  we  may  have  the  pleasure  of  filling  your 
order  among  the  first. 

A  temperate  appeal  to  a  professional  man: 

Does  any  of  your  work  involve  analysis  of  manufac- 
turing costs? 

This  is  the  business  phase  of  engineering  in  which 
the  mechanical  engineer,  is  most  directly  interested — 
the  ascertainment  of  true  costs  in  the  first  place,  and 
the  recording  of  these  costs  in  such  a  manner  that  they 
are  easily  analyzed  and  correctly  distributed,  In.  the 
second. 

Such  systems  of  cost  accounting  are  naturally  infi- 
nite in  their  variety.  But  all  are  based  on  certain  fun- 
damentals and  a  small  number  of  basic  systems.  How 
thoroughly  you  wish  to  go  into  these  depends,  of  course, 
on  how  much  of  your  work  deals  with  production  costs. 


SALES    LETTERS— SPECIAL    CASES  291 

Whether  you  want — 

(1)  A  simple  elementary  work  on  cost  keeping— 

(2)  Or  a  concise  and  thorough  presentation  of  its 

theory  and  practice— 

(3)  Or  an  exhaustive  reference  work  covering  prin- 

ciples, practice,  forms,  factory  organization, 
and    full    discussion    of    overhead    expense 
burden— 
— one  of  the  three  books  described  in  the  enclosed  cir- 
cular will  cover  the  subject  as  exhaustively  as  required. 
All  three  books  are  of  the  highest  grade,  and  each  is 
thoroughly  adequate  for  its  purpose.    The  methods  they 
give  are  the  logical,  scientific  way  to  get  at  cost  facts. 
All  of  them  are  subject  to  a  thorough  examination 
at  your  hands,  and  of  course  can  be  returned  if  they 
are  not  what  is  wanted;  then  we  should  gladly  make 
a  full  refund  of  their  price. 

An  appeal  to  the  desire  for  exclusiveness : 

You  will  remember  last  spring  we  sent  you  a  letter 
about  Eastwood,  You  are  one  of  a  selected  list  of 
persons  whose  name  has  been  suggested  to  us,  with  the 
information  that  you  are  or  may  be  interested  in  sub- 
urban country  life,  and  would  be  a  congenial  member 
in  the  group  of  people  to  whom  we  are  presenting  the 
superior  charms  and  advantages  of  Eastwood. 

The  restrictions  of  this  suburban  section  are  drawn 
with  extreme  care  and  foresight. 

Two  miles  of  splendid  drives  have  been  macadam- 
ized, and  these  and  the  two  public  parks  will  be  planted 
with  trees  and  shrubs  as  soon  as  the  season  permits. 
Several  houses  will  be  built  this  spring  to  add  to  the 
homes  already  there. 

You  may  have  had  doubts  about  Eastwood  last  year ; 
there  is  no  longer  any  room  for  doubt.  Nothing 
about  Chestertown  compares  with  it.  Some  of  the 
choicest  residence   sites   are  still  available.     Let  us 


292  SPECIFIC   TYPES    OF   LETTERS 

show  them  to  you.  Return  the  enclosed  card  request- 
ing an  appointment  for  a  free  auto  trip  of  inspection, 
or  telephone  600  before  you  overlook  the  matter,  asking 
for  further  information. 

A  letter  sent  to  a  selected  list  of  probable  subscribers: 

You  have  been  so  much  a  part  of  the  efficiency  move- 
ment that  no  doubt  you  will  be  interested  in  the  re- 
ports of  some  of  the  more  important  addresses  made  at 
the  first  convention  of  the  newly  organized  Efficiency 
Society. 

In  the  March  20  issue  of  ...  .  are  the  speeches 
of  President  Conover  of  the  Walters  Manufacturing 
Company,  and  President  Everhard  of  the  Barton-Cress 
Company. 

While  the  Efficiency  Society  has  no  official  organ,  the 
one  publication  which  has  come  closest  to  the  prin- 
ciples for  which  the  society  stands,  with  reference  to 
the  wholesale  or  national  distribution  of  goods,  indis- 
putably is    ...     . 

it  has  been  said,  "is  read  more  thor- 
oughly by  business  men  of  large  affairs  and  has  more 
readers  per  copy  than  any  other  publication  in  the 
country." 

If  this  is  true,  it  is  so  just  because  of  the  advertiser's 
interest  in  the  development  of  efficiency  principles  as 
applied  to  the  distribution  of  goods. 

And  it  is  possible  for  you  to  keep  in  touch  with  the 
current  facts  and  tendencies  in  this  big  field  of  na- 
tional selling,  so  closely  related  to  every  production 
problem,  through  the  weekly  visits  of    ...     . 

You  will  not  want  everything  in  it,  of  course,  but  you 
will  want  at  least  the  atmosphere  of  it. 

May  we  enter  your  name  on  our  books  as  a  sub- 
scriber?   The  subscription  price  is  $2  a  year. 

Yours  very  truly, 

P.  S. — Merely  as  an  instrument  of  efficiency,  for 


SALES    LETTERS— SPECIAL    CASES  293 

your  convenience  we  are  enclosing  a  near-automatic 
subscription  card. 

A  series  of  four  letters  sent  in  reply  to  an  inquiry:    (Bracketed 
matter  summarizes  material  appearing  in  original  letters.) 

1.  ifou  are  thinking  of  buying  a  trunk.  Your  in- 
quiry about  our  trunks — for  which  we  thank  you — 
shows  that  you  realize  that  a  trunk  is  something  more 
than  a  packing  box. 

In  buying  a  trunk,  you  want,  first — strength,  protec- 
tion for  your  clothing  and  valuables,  ability  to  with- 
stand the  abuse  that  every  trunk  is  bound  to  receive 
from  porters,  draymen,  and  baggagemen. 

Second — appearance.  The  men  and  women  who 
travel  are  judged  to  a  very  large  extent  by  their  lug- 
gage. A  clean-cut,  distinguished,  attractive-looking 
trunk  is  a  concrete  sign  of  your  high  standing  in  the 
community. 

Third — low  price.  The  price  of  a  trunk  should  "be 
judged,  not  by  its  first  cost,  but  by  the  cost  per  mile 
of  service  rendered. 

It  is  cheaper  to  pay  $30  for  a  trunk  which  will  travel 
100,000  miles  than  it  is  to  pay  $10  for  a  trunk  that 
will  travel  20,000. 

[  ,  .  .  .  trunks  meet  these  conditions.  Guaran- 
teed. Catalog  and  price  list  enclosed.  Name  of  local 
agent.    Final  assurance  of  service.] 

2.  Have  you  come  to  any  conclusion  yet  on  the 
tnink  question?  You  have  not  yet  purchased  a 
....  [You  will  not  be  satisfied  with  anything  else. 
Strength  of  construction.  High  cost  of  this  to  us. 
Number  of  our  trunks  in  service.  Study  our  trunks  at 
the  store  of  our  agent.] 

S.    You  hesitate.    Why? 

[We  could  not  sell,  advertise,  and  ^arantee  as  we 


294  SPECIFIC    TYPES    OF    LETTERS 

do  if  we  did  not  know  our  goods  are  as  we  represent 
them.  Our  business  and  our  trunks  are  built  on  merit. 
You  owe  it  to  yourself  to  secure  the  saving  a  purchase 
will  bring.    Our  agent  is  waiting  for  you  to  call.] 

4.  I  take  it  for  granted  that  you  have  determined 
not  to  purchase  a  trunk.  I  feel  sure  that  if  you  had 
bought  one  it  would  have  been  a  ....  ,  and  as 
you  have  not  bought  a  ....  ,  you  must  have 
made  up  your  mind  to  get  along  without  a  new  one 
at  this  time. 

The  time  will  presently  come,  however,  when  you 
will  need  a  trunk,  and  I  want  you  to  make  up  your 
mind  that  your  next  trunk  will  be  a    ...    . 

I  have  pointed  out  many  reasons  why  it  should 
be — strength,  appearance,  and  economy — the  great 
basic  reasons  for  the  purchase  of  any  article  from 
which  service  and  use  are  expected. 

When  you  are  ready  to  buy  one,  Charles  Pearson  will 
be  ready  for  you. 

I  trust  that  the  various  letters  which  I  have  written 
you  have  proved  pleasant  reading,  and  thank  you  for 
the  opportunity  which  you  have  given  me  to  lay  before 
you  the  merits  of  our  trunks. 

A  series  of  twelve  letters  sent  in  reply  to  an  inquiry:    (Showr 
only  in  part.) 

1.  We  thank  you  for  your  letter  of  October  12,  in- 
quiring about  Farm  Mortgages ;  and  in  response  we 
are  sending  you  our  most  recent  loan  list.  This  list,  of 
course,  does  not  represent  our  whole  stock,  and  some 
of  the  mortgages  described  have  been  sold,  as  you  will 
see  by  the  notes  on  each.  However,  it  will  serve  to 
give  you  an  idea  of  the  high  character  of  our  securi- 
ties and  their  unusual  investment  value. 

Your  interest  in  Farm  Mortgages  is  well-directed,  It 
^eems  to  us,  for  in  Farm  Mortgages  you  will  find  an 


SALES    LETTERS— SPECIAL    CASES  295 

investment  netting  you  a  comparatively  tiigh  rate  of 
interest,  and  at  the  same  time  ofifering  absolute  safety. 
Further,  we  are  confident  that  our  methods  employed 
during  thirty-six  years  of  successful  experience  in  this 
business  must  be  the  right  ones.  They  have  met  the 
test  of  time  and  proved  satisfactory  to  investors  all 
over  the  world. 

To  emphasize  more  fully  the  advantages  of  Farm 
Mortgage  investment,  and  Howard  and  Barton  service, 
we  are  sending  you  under  separate  cover  a  booklet  de- 
scribing in  detail  these  securities,  and  our  methods  of 
handling  them.  At  page  1  read  in  the  preface  the  rea- 
son for  the  existence  of  such  a  company  as  ours.  Then 
turn  to  page  19  and  read  "The  Story  of  a  Farm  Mort- 
gage"— it  will  interest  you. 

Will  you  return  the  enclosed  postal  so  that  we  may 
know  you  received  our  booklet? 

Thank  you  again  for  your  inquiry;  we  shall  be 
glad  to  have  the  opportunity  of  looking  carefully  after 
your  interests. 

2.  Do  you  appreciate  just  how  completely  you  will 
be  relieved  of  the  care  for  the  details  of  your  invest- 
ment when  you  buy  a  Howard  and  Barton  Farm  Mort- 
gage? 

You  will  secure,  without  any  cost  to  you,  our  care- 
ful service  in  maintaining  full  supervision  over  your 
loan.  The  cost  to  us  is  considerably  more  than  if  we 
acted  as  irresponsible  brokers,  but  we  gladly  give  this 
service,  and  assume  your  responsibilities  in  order  to 
safeguard  your  interests. 

After  you  have  purchased  a  mortgage,  we  will,  at 
your  request,  attend  to  the  proper  recording  of  the  as- 
signment of  the  mortgage  to  you.  We  will  notify  you 
when  to  forward  your  interest  coupons  to  us,  and  we 
will  make  collections  of  and  remit  interest  and  prin- 
cipal without  any  exchange  charges.    We  take  care  to 


296  SPECIFIC    TYPES    OF    LETTERS 

see  that  the  taxes  are  paid  and  the  insurance  premiums 
promptly  met. 

Do  you  not  wish  a  Farm  Mortgage  investment— one 
in  which  a  responsible  and  experienced  company 
stands  between  you  and  the  borrower?  Write  us  to- 
day, stating  the  amount  of  funds  you  have  available 
for  investment,  and  we  will  forward  to  you  detailed 
descriptions  of  mortgages  that  precisely  meet  your 
needs.  Then  select  the  one  you  prefer,  and  let  us  do 
the  rest. 

3.  [We  wish  you  could  spend  an  hour  with  us  in 
our  office,  so  that  you  might  more  fully  appreciate  the 
personality,  the  efficiency,  and  the  responsibility  of  our 
organization.     A  short  history  of  the  house.] 

4.  [Safety  of  land  as  an  investment;  description  of 
a  particular  mortgage  for  $1,500,  and  offer  to  send  de- 
scriptions of  others  if  this  does  not  fit  his  needs. 
Stamped  envelope  enclosed.] 

5.  You  are  looking  for  an  investment  which  will 
yield  you  the  highest  interest  rate  consistent  with 
safety.  We  assume  this  from  your  recent  inquiry 
about  our  First  Farm  Mortgages. 

The  largest  investors  in  this  country  are  the  great 
life  insurance  companies.  Investment  is  reduced  to  a 
science  with  them.  Their  reports  show  that  farm 
loans  5^eld  them  the  highest  rate  of  all  classes  of  in- 
vestment. Each  year  the  insurance  companies  are  in- 
creasing their  farm  mortgage  holdings,  and  they 
advertise  that  fact  as  an  element  of  their  strength. 
One  company  said  in  its  annual  statement  this  year: 

"Particular  attention  is  called  to  the  increase  of  23 
per  cent  in  the  amount  of  first  mortgage  loans  on 
real  estate." 

Howard  and  Barton  First  Mortgages  on  improved 
farms  yield  5%   to  G%.     You  may  be  offered  higher 


SALES    LETTERS— SPECIAL    CASES  297 

rates,  but  they  entail  an  added  risk.  Does  the  con- 
cern offering  higher  rates  have  a  record  of  having  satis- 
fled  investors  for  thirty-six  years,  and  does  it  assume 
a  responsible  position  between  you  and  the  borrower 
after  your  investment  is  made? 

We  shall  be  pleased  to  submit  mortgages  for  any 
amounts  you  suggest. 

6.  Perhaps  you  hesitate  to  make  an  investment  in 
our  farm  mortgages  because  you  do  not  like  to  buy 
"sight  unseen."  We  do  not  want  you  to  commit  your- 
self until  you  feel  that  our  mortgages  will  prove  a 
satisfactory  investment.  We  do  want  the  opportunity 
to  show  you. 

We  suggest  that  you  write  us  stating  the  amount  you 
are  willing  to  invest  in  satisfactory  mortgages.  We 
will  send  detailed  descriptions  for  your  consideration. 
You  select  the  mortgage  you  like  and  inform  us.  We 
will  forward  the  complete  papers,  assigned  to  you,  to 
your  bank  in  West  Haven. 

Meantime  you  can  confirm  our  statements  as  to  the 
worth  of  the  security  and  the  borrower  through  inde- 
pendent sources.  Then  when  the  papers  arrive,  you 
go  to  the  bank  and  examine  them  carefully.  Take  your 
lawyer,  if  you  wish.  If  the  papers  are  satisfactory, 
pay  the  bank  and  receive  the  loan.  If  you  do  not  ap- 
prove it,  you  are  under  no  obligation. 

Why  not  allow  us  this  opportunity  to  satisfy  you? 

7.  [Perhaps  you  hesitated  to  invest,  thinking  that 
you  might  wish  to  withdraw  the  money  before  ma- 
turity of  the  loan.  Let  us  show  you  how  this  can 
be  done.] 

8.  Our  Farm  Mortgages  are  made  In  Minnesota, 
North  and  South  Dakota,  and  Montana.  In  these 
states  the  average  price  of  farm  land  per  acre  is  con- 
siderably less  than  in  other  states  where  the  same 


298  SPECIFIC    TYPES    OF    LETTERS 

crops  are  produced.  The  average  crop  per  acre  com- 
pares very  favorably  with  that  grown  on  higher- 
priced  land.  Therefore  the  northwestern  farmer  makes 
a  greater  income  on  his  capital,  and  is,  in  our  experi- 
ence, better  able  to  take  care  of  his  interest  and  princi- 
pal of  mortgages. 

Below  are  figures  taken  from  the  U.  S.  Census  Re- 
port of  1910,  giving  average  land  prices  and  crops 
per  acre  for  the  states  in  our  field  and  in  other  repre- 
sentative agricultural  states:* 

Mont.  N.  D,  S.  D.  Minn. 
Average  price  farm  land.  16.74  25.69  34.69  36.82 
Average  wheat  crop 24.  14.        14.  17. 

(bu) 
Average  oat  crop 41.  30.        28.  31. 

(bu) 
Average  hay  crop 1.49        1.05      1.06        1.53 

(tons) 
Average  corn  crop 28.  26.        27.  33. 

(bu) 
Average  barley  crop 27.  21.        20.  22. 

(bu) 
Average  potato  crop.; 156.        102.        68.        119. 

(bu) 
Crop  yields  will  most  surely  be  increased  with  the 
more  intensive  farming  methods  which  are  being  prac- 
ticed. Land  values  in  the  Northwest  are  bound  to  in- 
crease with  the  increase  in  crops  and  population.  This 
increase  In  value  will  give  the  Farm  Mortgage  owner 
a  larger  margin  of  security. 

Please  tell  us  the  amount  you  have  for  investment 
and  we  will  suggest  a  good  farm  mortgage  in  that 
amount,  and  send  you  particulars. 


•Four  States— Wisconsin,  Iowa,  Illinois,  and  New  York— appearing  in  original 
tabulation,  are  omitted  here  for  lack  of  room- 


SALES    LETTERS— SPECIAL    CASES  299 

9.  Our  system  of  investigating  the  loan  applicant 
and  his  security  is  so  thoroughgoing  that  it  leaves  no 
doubt  in  our  minds  as  to  his  ability  and  the  value  of 
his  property.  We  do  not  expect  to  be  the  ultimate 
owner  of  the  mortgage,  and  that  fact  only  increases 
the  caution  used  by  our  loan  committee.  If  a  loan 
should  cause  loss  or  worry  to  one  of  our  customers  we 
would  suffer  greater  loss  and  anxiety  than  he. 

During  thirty-five  years  one  of  the  largest  factors  in 
the  growth  of  our  business  has  been  the  "endless 
chain"  of  satisfied  customers.  They  have  told  their 
friends  about  us. 

The  same  degree  of  care  which  our  land  experts 
exercise  in  valuing  the  physical  security  is  practiced  by 
our  legal  department  in  examining  the  title  and  draw- 
ing the  papers  for  the  loan. 

The  title  is  guaranteed  by  this  company. 

We  are  enclosing  copies  of  application  and  ex- 
aminer's report  in  our  loan  No.  0782  for  $ This  is 

the  information,  together  with  previous  reports  and  in- 
formation in  our  files  concerning  land  in  this  im- 
mediate neighborhood,  on  which  was  based  the  ap- 
proval of  our  loan  committee.  You  will  note  that  the 
examination  was  made  by  our  bonded  correspondent, 
who  guarantees  his  statements  with  an  agreement  to 
buy  back  the  loan  if  he  has  made  an  error.  In  addition 
to  this,  another  examination  is  made  by  our  own  sala- 
ried field  Inspector. 

This  absolutely  safe  mortgage  is  in  stock,  and  we 
will  hold  it  for  you  if  you  so  wire  us  at  our  expense. 
If  it  is  not  the  amount  for  your  present  needs,  we 
will  send  you  other  descriptions  on  request. 

10.  [If  you  have  not  $500  or  $1,000  to  invest,  but 
have  $100  drawing  3%  interest  in  a  savings  bank,  you 
can  double  its  earning  power  by  investing  in  a  $100 
farm  land  bond.] 


300  SPECIFIC    TYPES    OF    LETTERS 

11.  Farming  is  the  biggest  business  in  this  country. 
It  is  the  most  necessary  for  the  general  welfare. 
Money  Invested  in  it  is  pre-eminently  in  a  safe  place. 
Not  every  man  can  get  back  to  the  soil  to  share  its 
profits  first  hand,  but  every  man  with  money  can  loan 
it  to  a  farmer  and  thereby  become  a  partner  in  the 
country's  biggest  industry. 

Why  does  a  farmer  borrow  money?  More  capital 
will  enable  him  to  make  grci-ter  profits  just  as  it  in- 
creases the  business  possibilities  for  the  manufacturer 
or  the  merchant.  Most  often  he  borrows  in  order  to 
have  more  land.  Sometimes  he  borrows  to  build  a 
house  which  is  the  home  of  his  growing  family.  Many 
farmers  recently  have  borrowed  to  buy  more  cows  and 
to  build  cow  barns  and  silos.  Dairy  farming  is  a  most 
profitable  business  and  is  increasing  in  our  field. 

Now,  if  you  will  write  us  today  the  amount  of  money 
you  have  to  invest  in  the  farming  industry,  we  will  tell 
you  of  several  farmers  who  have  borrowed  from  us. 
They  will  pay  you  a  good  interest  rate.  They  are  good 
men  with  good  farms.  We  have  investigated  both. 
They  have  pledged  a  farm  worth  two  to  five  times  the 
amount  we  loaned  to  assure  the  prompt  payment  of  in- 
terest and  principal.  We  will  sell  to  you  the  mortgages 
these  farmers  have  given  to  us.  W'e  will  see  that  they 
pay  their  taxes  and  stand  by  their  promises  without 
bothering  you. 

What  better  investment  can  you  get?  Will  you  not 
fill  out  the  enclosed  blank  notcf 

12.  [Perh&ps  you  have  no  funds  for  immediate  in- 
vestment. Our  mortgages  are  bought  by  banks,  in- 
surance companies,  trustees  of  charitable  institutions 
and  philanthropic  endowments  in  the  Northwest;  all 
desire  secure  investments.  Fill  out  enclosed  blank  to 
tell  whether  you  are  now  in  the  market,  or  when  you 
will  be.] 


SALES    LETTERS-SPECIAL    CASES  301 

An  appeal  to  the  desire  for  enjoyment:  (Six  letters  from 
England,  the  fifth  sent  six  months,  and  the  last  a  year, 
after  the  first.) 

1.  It  is  a  pleasure  to  receive  your  letter  of  May  9, 
and  to  send  you  herewith  a  copy  of  the  itinerary  for  a 
motor-tour  throughout  England  and  Scotland. 

By  this  same  mail  I  am  also  sending  you  a  little  book 
which  describes  in  detail  the  basis  upon  which  these 
tours  are  organized. 

I  trust  that  the  booklet  will  reach  you  safely  and 
that  you  will  in  due  course,  do  me  the  honor  of  ac- 
knowledging its  receipt,  letting  me  know  at  the  same 
time  whether  I  can  assist  you  further  with  your  plans. 
Very  respectfully, 

2.  "QBEAT   BRITAIN" 

"What  is  the  best  homeland  motor-tour  I  can  un- 
dertake in  one  solid  month?" 

That  is  your  ideal  question  and  here  is  your  ideal 
answer — everything!  Thirty  days  of  swift  and  happy 
motoring  can  include  all  the  renowned  features  of  both 
England  and  Scotland.  The  newly  made  itinerary  is 
before  me  as  I  write.  (No  meager  quantity  of  mid- 
night oil  has  been  consumed  upon  its  planning!) 

This  itinerary  is  no  mean  compromise,  no  theft  from 
the  hills  and  valleys  for  the  sake  of  the  cities  on  the 
plain.  Cathedrals,  ruined  Abbeys  and  Castles ;  Pal- 
aces, Universities,  and  ducal  mansions ;  all  these  form 
only  a  tithe  of  what  is  woven  into  the  fabric  of  your 
enchantment. 

But  historic  and  architectural  associations  are.  as  it 
were,  only  the  crowning  joys  of  our  famous  British 
Landscapes.  The  New  Forest  of  Hampshire  and  the 
uplands  of  Devon  find  equal  place  with  the  Valley  of 
the  Wye  and  tlie  hills  of  Northern  Wales.  The  Eng- 
lish Lakes  of  Wordsworth  and  the  waters  of  Loch 
Lomond  make  orderly  procession  with'  the  Trossachs 


302  SPECIFIC    TYPES    OF    LETTERS 

of  Scotland  and  the  wild  highlands  around  the  Cale- 
donian Canal. 

Expectation,  Realization,  Appreciation ;  these  three 
mental  phases  await  you — you  and  your  friends  and 
your  friends'  friends.  For  is  not  knowledge,  like 
gaiety,  infectious?  What  you  have  learnt  of  our  ser- 
vice, will  it  rest  with  you  and  you  alone?  Or  will  you 
not  gladly  scatter  your  impressions  from  Manhattan 
to  Los  Angeles? 

Importunately  yours, 

3.  "tour  planning" 

Very  few  people  have  any  conception  of  what  I 
mean  by  detailed  tour-planning  in  connection  with 
these  automobile  tours  throughout  the  British  Isles. 

The  standard  maintained  is  that  of  individual  tour- 
planning  for  Individual  requirements.  Every  tour  Is 
organized  upon  these  lines.  Consider  for  a  moment  the 
specimen  day's  run  for  which  the  detailed  schedule  is 
enclosed. 

This  day  was  arranged,  in  the  normal  course  of  my 
work,  for  a  family  party  of  nine  people  who  will  land 
at  Liverpool  on  the  1st  of  next  July.  They  will  then 
proceed  in  Mercedes  and  Daimler  cars  upon  a  tour  of 
1,800  miles  throughout  North  Wales,  the  English  Lakes, 
the  Trossachs,  and  the  Highlands  of  Scotland,  return- 
ing to  London  by  way  of  Edinburgh  and  the  English 
Cathedral  towns. 

This  ia  one  of  nineteen  separate  sheets  forming  a 
complete  itinerary  which  each  member  of  the  party 
will  receive,  neatly  bound  in  booklet  form.  In  addi- 
tion the  whole  route  will  be  specially  outlined  upon 
large  scale  maps  of  England  and  Scotland.  There  will 
be  eighteen  maps  in  all,  two  of  which  will  be  presented 
to  each  member  of  the  party  free  of  charge. 

I  may  safely  claim  that  it  is  impossible  for  any  of 
my  clients  to  miss  one  solitary   feature  of  interest 


SALES    LETTERS— SPECIAL    CASES  303 

throughout  the  whole  of  the  tour.  Moreover,  the  work 
does  not  end  here.  According  to  the  kind  of  accommo- 
dation desired,  a  suitable  hotel  is  advised  at  each 
sleeping  place  in  view.  Help  such  as  this  makes  a 
courier  look  foolish ! 

Every  separate  tour  may  be  something  entirely  dif- 
ferent and  require  the  preparation  of  many  new  daily 
schedules.  Nevertheless  this  fresh  labor  will  be  cheer- 
fully undertaken  In  order  to  make  of  each  tour  an  un- 
qualified and  long-remembered  success. 

This  is  just  a  simple  idea  of  what  I  mean  by  effi- 
ciency. 

Modestly  yours, 

P.  S. — Clients  who  do  not  use  our  cars  may  obtain 
this  special  help  for  a  fee  of  five  dollars. 

4.  "what  will  it  cost?" 

Many  are  the  delightful  letters  I  receive  from 
people  who  laughingly  protest  that  the  goddess  of  for- 
tune has  carelessly  forgotten  to  endow  them  with 
riches  enough  to  pave  the  way  for  a  motor-tour  in  this 
tight  and  tiny  island. 

But,  after  all,  is  the  cost  so  colossal?  You  know,  of 
course,  that  the  popular  excursionist  will  be  utterly 
appalled  by  your  extravagance,  although  it  must  not  be 
forgotten  that  twenty-five  dollars  daily  is  the  price  to 
be  paid  by  four  passengers  and  net  by  one  alone.  Simi- 
larly it  is  thirty  dollars  daily  for  six  people — or  five 
dollars  each  for  every  100  miles  travelled. 

It  is  true  that  you  might  journey  more  economically 
in  a  railway  train ;  although  the  few  extra  dollars  re- 
quired for  a  private  motor-car  are  paying  for  the  most 
delightful  portion  of  your  tour.  Looked  at  in  this  light, 
railway  trains  seem  dull  and  uninteresting,  do  they 
not?  And  you  quickly  realize  that  an  automobile  tour 
is,  after  all,  the  only  form  of  European  travel  good 
enough  for  people  in  your  station  of  life.    Is  it  not  so? 


304  SPECIFIC    TYPES    OF    LETTERS 

That  brings  me  to  the  point  of  this  little  homily. 
Like  the  good  people  who  are  offering  you  that  special 
edition  of  the  Encyclopedia  Britannica,  I  want  to  an- 
ticipate intelligently  the  demand  which  is  likely  to 
arise  for  this  most  luxurious  experience  in  the  realm  of 
travel. 

A  certain  promptness  of  decision  is  naturally  desir- 
able, because  the  best  cars  cannot  be  reserved  until 
your  wishes  are  known.  But  delay  will  be  reduced  to 
a  minimum  if  you  will  write  your  letter  forthwith.  In 
that  classic  phrase  which  embodies  the  soul  of  Ameri- 
can enterprise,  do  it  now  ! 

Yours  enthusiastically, 

5.  After  all,  you  see,  I  cannot  resist  the  pleasure  of 
writing  to  you  again.  I  have  just  been  reading  once 
more  your  letter  of  the  '9th  of  May  last  in  which  you 
first  mentioned  the  subject  of  motoring. 

Apparently  your  plans  for  the  enjoyment  of  a  British 
or  Continental  motor-tour  have  not  yet  matured ;  al- 
though some  eager  corner  of  your  mind  must  still  be 
keenly  alive  to  the  prospect  of  this  future  pleasure. 
That  is  why  I  am  sending  you  today  a  new  and  en- 
larged copy  of  our  booklet,  "Through  Europe  in  an 
Auto," 

How  do  the  plans  discussed  in  this  new  booklet  ap- 
peal to  your  instincts  for  efficiency?  What  do  you 
think  of  the  unescorted  motor-tour  through  England 
and  Wales  which  is  here  presented  for  the  first  time? 
And  how  do  you  like  the  system  of  individual  bookings 
which  brings  this  ideal  tour  within  the  reach  of  all 
who  travel  alone? 

You  will  appreciate  the  fact  that  the  enthusiasm 
which  impels  me  to  persist  in  these  efforts  to  secure 
your  support  is  itself  proof  of  the  thoroughness  which 
is  the  hall-mark  of  our  work.  Do  but  realize  the  logic 
Qt  thjs  reasoning  and  you  will  speedily  resolve  to  in- 


SALES    LETTERS— SPECIAL    CASES  305 

trust  yourself  to  a  firm  which  makes  eflBcIency  the  only 
passport  to  your  good  will. 

Finally,  whether  you  come  to  Europe  next  summer 
or  not,  whether  you  travel  by  motor-car  or  rail,  it 
makes  no  difference  to  the  pleasure  it  will  give  me  to 
receive  a  reply  to  this  letter  and  to  hear  what  you 
think  of  the  plans  submitted  for  your  approval. 
Very  respectfully, 

6.  "individual  reservations" 

During  the  last  three  years  I  have  been  brooding 
gloomily — although  you  might  not  think  so — over  the 
unhappy  lot  of  the  solitary  traveler  who  does  not  want 
to  use  a  whole  motor-car  by  himself.  Hence  the  idea 
of  the  individual  reservation. 

It  seems  to  me — and  I  think  you  will  agree — that 
there  is  a  very  real  desire  for  this  high-grade  18-day 
tour.  It  is  one  thing  to  book  a  seat  in  a  lumbering 
charabanc  for  a  day's  excursion  to  Windsor  and  Stoke 
Poges ;  but  it  is  quite  a  different  and  superior  proposi- 
tion to  form  one  of  a  nicely  blended  party  of  five  select 
people  and  motor  comfortably  through  England  and 
Wales  in  a  perfectly  appointed  seven-passenger  touring 
car. 

But  even  if  the  scheme  outlined  in  the  accompanying 
leaflet  is  not  exactly  what  you  need,  that  is  a  solid 
reason  in  itself  why  you  should  describe  the  ideal 
British  itinerary  which  just  precisely  matches  your 
fancy  and  your  time-table.  Then  you  will  probably  be 
able  to  share  a  car  with  some  other  nice  people  who 
want  just  the  same  thing  as  you  do  yourself. 

It  is  not  necessary  that  your  scheme  should  involve 
an  extended  tour.  There  is  also  the  weekly  programme 
of  two-day  journeys  to  such  historic  landmarks  as 
the  New  Forest,  Stratford-on-Avon  and  Canterbury 
Cathedral. 

Th?  uniforui  rate  of  eight  cents  a  mile  for  these 


306  SPECIFIC    TYPES    OF    LETTERS 

individual  reservations  is  well  within  the  range  of 
every  one  who  will  visit  England  this  summer.  All  ap- 
plications must  be  treated  in  strict  order  of  rotation. 
Book  now  and  leave  the  rest  to  us.  We  have  acquired 
yoiir  own  habit  of  "making  good." 

Very  faithfully. 


Chapter  XVIII 
Applications  for  Positions 

264.  Selling  your  services.  A  letter  applying  for  a 
position  is  really  a  sales  letter,  and  its  writer  is  trying 
to  sell  his  most  valuable  commodity — ^himself.  How 
much  is  that  commodity  worth  ?  If  he  is  to  work  for  a 
wage  of  $10  a  week,  that  represents  the  interest  at  6  per 
cent  on  an  investment  of  between  eight  and  nine  thou- 
sand dollars ;  if  for  $25  a  week,  the  interest  on  between 
twenty-one  and  twenty-two  thousand  dollars.  The 
worth  of  a  man  on  a  good  salary  runs  into  high  figures. 
Ought  any  one  to  handle  such  an  investment  in  a  care- 
lessly written  letter? 

But  how  is  the  letter  to  be  effectively  written?  The 
comparison  of  a  letter  of  application  to  a  sales  letter 
throws  a  flood  of  light  on  the  question  of  how  to  select 
and  arrange  its  material.  It  suggests,  first  of  all,  that 
the  writer  study  the  needs  of  his  reader,  the  prospective 
employer ;  and  second,  that  the  letter  need  not  be  treated 
in  ** announcement  style,"  but  that  it  may  be  shaped 
more  precisely  to  meet  the  employer's  needs. 

265.  What  the  employer  wants.  A  wholesale  gro- 
cer in  a  city  of  100,000  advertised  in  two  daily  papers 
for  a  city  salesman,  asking  applicants  to  write  to  R  21 
Herald  or  F  23  Tribune  to  learn  the  name  of  the 
company  and  to  make  an  appointment.  He  intended 
to  interview  all  applicants  and  from  the  interview  to 

307 


308  SPECIFIC    TYPES    OF    LETTERS 

select  the  man  he  wanted.  He  received  thirty-seven  re- 
plies, some  written  on  hotel  stationery,  some  on  old 
order  blanks  or  scraps  of  paper,  some  on  full-size  sheets, 
and  in  handwriting  of  all  degrees  of  legibility.  Fewer 
than  half  of  them  contained  anything  more  specific  than, 
"I  can  furnish  references."  From  only  two  or  three 
could  a  definite  impression  be  gained. 

The  employer  who  uses  a  general  advertisement  like 
this  relies  on  the  interview  to  give  him  the  full  particu- 
lars about  the  applicant,  and  does  not  wish  to  receive 
long  letters.  Moreover,  his  peculiar  likes  and  dislikes 
as  to  the  style  of  letters  of  application  cannot  be  guessed 
with  certainty.  But  it  is  certain  that  of  the  letters  he 
receives,  perhaps  one  will  stand  out  above  the  rest,  so 
that  when  he  talks  to  its  writer  he  will  say  to  himself, 
"This  is  the  man  who  wrote  that  letter,"  while  when 
he  comes  to  the  others  he  will  say,  "Let  me  see,  what  did 
this  man  write?"  No  matter  how  short,  a  letter  of  ap- 
plication gives  its  writer  a  chance  to  make  a  distinctive 
impression,  a  small  advantage  that  can  and  should  be 
improved. 

What  will  produce  that  impression  ?  A  specific  state- 
ment about  one's  qualifications  at  the  head  of  a  para- 
graph, a  fact,  a  figure,  a  name,  cuts  a  clearer  picture  on 
the  inind  than  a  general  statement  or  one  in  the  middle 
of  a  paragraph.  And  out  of  all  the  facts  relating  to 
one's  self  that  can  be  chosen,  the  one  that  comes  closest 
to  the  employer's  need  is  the  best  to  select.  Next  best  is 
the  fact  that  tells  most  significantly  about  the  applicant's 
capacity.  The  first  is  an  estimate  of  what  the  employer 
wants;  if  its  estimate  is  wrong,  the  letter  falls  back  on 


APPLICATIONS    FOR    POSITIONS  309 

the  second,  which  is  always  reliable.  Even  a  letter  of 
two  or  three  sentences  has  room  for  two  facts. 

The  man  looking  for  an  important  position  can  take 
pains  to  study  the  position  before  applying.  He  can 
show  in  his  letter  that  he  thoroughly  understands  the 
policies  and  ideas  of  the  superiors  under  whom  he  wants 
to  work,  and  at  the  same  time  that  he  has  ideas  of  his 
own  as  to  how  these  policies  can  be  most  effectively  car- 
ried out.  A  carefully  written  paragraph  of  this  kind 
will  give  the  employer  an  impression  of  intelligent 
loyalty  and  of  the  right  kind  of  ambition  that  will  offer 
decided  contrast  to  the  usual  featureless  letter.  An  in- 
terview is,  of  course,  necessary;  but  the  letter  has  its 
own  values  (see  220),  and  the  interview  plus  the  letter 
is  stronger  than  the  interview  alone. 

Speaking  in  general  terms,  an  employer  wants  to  learn 
that  an  applicant  has  reliability,  experience  and  origi- 
nality. The  more  important  the  position,  the  more  he 
wants  of  the  last  two  qualities,  and,  consequently,  the 
longer  must  be  the  letter.  In  order  to  suggest  the  first 
essential,  the  tone  of  any  letter  of  application  must  be 
dignified  and  not  boastful.  This  tone  can  be  secured  by 
making  a  clear,  colorless  statement  of  facts,  though  the 
facts  can  be  so  put  that  they  speak  effectively  for  them- 
selves. Any  particular  show  of  confidence  or  enthusiasm 
should  be  saved  for  the  interview,  and  even  then  the 
applicant  should  wait  until  the  employer  gives  him  an 
opening.  The  letter  should  not  be  "fresh";  it  should 
not  be  stiff  and  awkward. 

266.    Arrangement  of  material.     The  problem  in  the 


\ 


310  SPECIFIC    TYPES    OF    LETTERS 

letter  of  application,  like  that  in  the  sales  letter,  is, 
*  *  How  can  I  gain  my  reader 's  most  interested  attention  ? 
How  can  I  convince  him  that  I  have  merit?  How  can  I 
persuade  him  to  take  the  most  favorable  view  of  me? 
How  can  I  secure  an  interview  ? ' ' 

(a)  The  point  of  contact.  A  good  introduction  to  a 
letter  is  the  name  of  some  person  of  importance,  known 
to  the  person  addressed,  who  has  suggested  that  the 
applicant  write  for  the  position.  Or  the  first  sentence 
might  state  where  the  applicant  learned  of  the  position 
— through  an  advertisement  or  other  source.  When  he 
is  not  at  liberty  to  tell  the  source  of  his  information,  he 
can  begin  with  some  phrase  like,  **I  learn  tbjjt  a  posi- 
tion is  open  in  your  house  for  .  .  .  ,  ,"  or  *1I£__ 
there  is  a  position  .  .  .  .  ,  may  I  be  considered  a^ 
applicant  ? "  He  should  not  forget  to  say  that  he  wishes 
to  apply. 

Next  should  come  his  understanding  of  the  require- 
ments of  the  position.  If  the  applicant  is  young  and 
untried,  he  must  be  careful  not  to  make  his  statement 
sound  conceited.  If  he  is  an  experienced  man,  he  can 
show  his  capacity  and  ideas  best  in  this  section  of  the 
letter.    The  opportunity  should  be  utilized  if  possible. 

(b)  Conviction.  Next  he  should  state  plain  facts 
that  will  show  his  experience  fits  the  requirements  just 
discussed.  The  nature  of  his  past  employment,  with 
the  names  of  the  firms  with  whom  he  has  worked  and 
the  dates  of  his  stay  with  them,  are  positive  evidence  of 
his  experience  and  reliability.  The  section  should  make 
a  good  showing,  but  it  should  not  be  too  long,  nor  in- 
clude matters  of  only  general  importance.     The  inter- 


APPLICATIONS    FOR    POSITIONS  311 

view  will  give  opportunity  for  a  fuller  statement.  If 
the  applicant  has  had  no  business  experience  and  gives 
instead  the  facts  about  his  education,  it  will  be  of  in- 
terest also  to  state  facts  about  his  father's  occupation 
or  whatever  has  determined  the  course  of  his  interests. 
Any  fact  that  shows  originality  or  resource  is  good 
material  for  the  last  of  this  paragraph.  There  should 
be  no  elaboration  or  comment  on  the  facts. 

(c)  Persuasion.  This  section  consists  of  a  statement 
of  the  writer's  personal  qualifications  for  the  business, 
shaped  partly  according  to  the  first  sections  of  the  letter. 
His  interest  in  the  business,  his  reason  for  leaving  hia 
present  occupation,  his  personal  desires,  his  personal 
qualities  so  far  as  they  can  be  stated  with  entire  modesty, 
his  confidence  of  success,  are  persuasive  material.  Here 
should  be  stated  his  age,  unless  what  is  said  about  his  edu- 
cation shows  his  age  pretty  definitely.  If  he  is  married, 
the  employer  is  interested  to  know  the  fact.  Unless  he 
has  been  asked  to  state  the  wages  desired,  he  should  not 
mention  them  in  the  letter  but  leave  them  for  the  inter- 
view. In  any  case  the  sum,  if  given,  should  be  the  least 
for  which  he  is  willing  to  work. 

Just  as  guarantees  are  persuasive  in  a  sales  letter,  so 
references  are  persuasive  in  an  application.  The  writer 
should  give  the  names  and  post-office  addresses  of  about 
three  people  who  are  willing  to  speak  for  him.  It  is  a 
good  plan  to  have  these  represent  different  sides  of  his 
experience,  so  that  his  business  character  and  his  per- 
sonal character  can  both  receive  support ;  two  employers 
and  one  personal  friend,  for  instance.  The  reason  for 
not  giving  more  names  is  that  the  prospective  employer 


312  SPECIFIC    TYPES    OF    LETTERS 

may  not  wish  to  write  more  than  three  letters.  To  make 
the  letter  appear  shorter,  one  name  can  be  written  in 
the  body  of  the  letter  and  the  others  on  a  separate  sheet. 

The  persons  referred  to  should  have  been  asked  for 
their  permission  before  the  letter  is  written.  A  cour- 
teous phrase  to  introduce  their  names  is  "I  am  per- 
mitted to  refer  to  .  .  .  .,"  or,  "I  refer- you  by  per- 
mission to      .    .     .     ." 

(d)  The  clincher.  Finally  comes  some  sentence  look- 
ing forward  to  an  action  which  will  bring  the  writer  into 
closer  touch  with  the  person  addressed.  **I  caiL-be 
reached  bv  telephoneja.t-2214  Oakside  or  at  115  Madison 
Street";  ""When  you  wish  to  grant  me  an  appointment 
I  can  be  found  at  the  address  given  above  or  with  my 
present  employers";  "If  you  will  telephone  me  at  M364, 
making  an  appointment,  I  can  call  at  any  time  con- 
venient to  you";  "May  I  have  an  interview  this  after- 
noon? I  can  be  reached  at  the  telephone  number  given 
above."  These  are  suggestions  for  certain  types  of  last 
sentence. 

267.  The  negative  suggestion.  It  is  not  necessary 
to  occupy  space  in  a  letter  with  such  admissions  as  "I 
have  had  no  business  experience,"  "Although  I  have  had 
no  experience  in  your  line."  Positive  statements  of 
facts,  whatever  they  may  be,  %re  more  pleasant  to  read, 
leaving  the  rest  to  be  inferred.  To  put  one's  best  foot 
foremost  is  only  common  sense.  Another  negative  sug- 
gestion is  to  state  that  the  applicant  is  willing  to  work 
for  a  small  salary,  or  cares  nothing  about  salary  for  the 
present.    If  he  is  worth  anything,  he  is  worth  something, 


APPLICATIONS    FOR    POSITIONS  313 

and  his  employer  expects  to  pay  in  proportion  to  the 
value  of  his  services. 

If  the  letter  is  too  general  in  tone,  so  that  it  does  not 
fit  the  particular  employer  addressed,  it  suggests  that  the 
writer  is  applying  wholesale  for  positions,  and  cares 
little  which  he  gets.  Everything  about  the  letter  should 
imply  that  the  applicant  wants  this  particular  situa- 
tion, and  is  confident  of  securing  it.  One  applicant 
sent  out  a  letter  in  imitation  typewriting  to  several 
houses  in  other  cities,  offering  to  come  and  see  them  and 
to  stay  if  employed;  and  he  ended  his  letter  with  the 
following  prophecy  of  failure :  ' '  Naturally  I  shall  expect 
to  get  my  expenses  both  ways." 

268.  Appearance.  The  most  anxious  pains  with  ap- 
pearance will  be  well  rewarded.  The  letter  is  the  appli- 
cant's personal  representative,  sent  in  advance  to  give  a 
favorable  impression  before  the  interview.  It  is  easy  to 
buy  a  few  sheets  of  high  quality  business  stationery  with 
envelopes  nearly  to  match.  The  letter  should  be  type- 
written, with  wide  margins,  and  should  employ  single 
spacing  with  double  space  between  paragraphs,  so  as  to 
get  more  on  the  page  without  making  the  letter  seem  too 
long.  Chapter  III  should  be  reviewed  in  this  connection. 
If  a  sample  of  handwriting  besides  the  signature  is  de- 
sirable, a  paragraph  or  two  can  be  copied  from  some 
book  upon  another  sheet.  The  highest  standard  of  ex- 
cellence in  appearance  is  so  rare  as  to  give  immediate 
distinction  to  a  letter  that  possesses  it. 

If  an  impersonal  address  like  "F  23  Herald"  is  to  be 
used,  it  should  be  placed  in  the  same  position  as  the  per- 


314  SPECIFIC    TYPES    OF    LETTERS 

sonal  address,  both  in  the  letter  and  on  the  envelope,  and 
the  salutation  "Gentlemen"  employed.  This  gives 
slightly  better  appearance  than  to  omit  the  salutation. 

A  letter  that  makes  effective  use  of  plain  statements: 

Mr.  R.  A.  Gimbel,  of  the  Department  of  Electrical 
Engineering  in  the  University  of  Illinois,  suggested 
that  I  apply  for  the  position  of  Electrical  Inspector 
on  your  development  at  Prairie  du  Sac,  Wisconsin. 

My  understanding  is  that  the  person  who  fills  this 
position  must  have  wide  practical  experience  in  elec- 
trical engineering,  must  be  able  to  interpret  engi- 
neering specifications  judiciously,  and  must  see  that 
the  work  done  follows  your  intention  in  these  specifi-, 
cations. 

My  experience  and  training  have  prepared  me  for 
these  duties.  I  was  in  the  employ  of  the  Great  North- 
em  Railway  from  1902  to  1905  as  electrician  on  the  in- 
stallation of  the  equipment  in  their  power  stations  at 
'  Superior,  Wisconsin.  While  attending  high  school  I 
was  for  four  years  in  charge  of  the  Superior  substa- 
tion of  the  Great  Northern  Power  Company  of  Duluth, 
Minnesota.  From  June,  1910  to  September,  1912  I  was 
in  the  employ  of  the  Chicago  Railways  Company, 
From  1912  to  the  present  I  have  been  taking  ^he  Elec- 
trical Engineering  course  at  the  University  of  Illinois. 

My  personal  desire  is  to  obtain  a  position  with  your 
firm,  and  I  have  confidence  of  giving  you  satisfaction. 

In  this  connection  I  am  permitted  to  refer  you  to 
Mr.  A.  F.  Johnson,  of  the  Chicago  Railways  Company, 
Chicago,  Illinois,  and  to  the  other  gentlemen  whose 
names  appear  on  the  enclosed  sheet. 

If  you  will  telephone  me  at  6407,  making  an  appoint- 
ment, I  can  call  at  any  time  convenient  to  you. 


Chapter  XIX 
Recommendations  and  Introductions 

269.  A  recommendation.  A  letter  of  recommenda- 
tion has  for  its  purpose  to  commend  the  services  of  one 
person  to  another.  Ideally,  it  is  a  frank  statement  about 
a  friend,  and  should  make  the  best  showing  possible. 
Accordingly,  when  one  really  wishes  to  aid  an  applicant 
in  securing  a  position,  he  should  prepare  his  letter  with 
care,  as  in  a  letter  of  application,  to  show  how  the  appli- 
cant will  fit  th;g  employer's  needs. 

(a)  It  should  begin  with  the  circumstances  under 
which  the  letter  is  written.  "Mr.  E.  R.  Fargo  has  asked 
me  to  write  you  in  his  behalf";  "I  learn  that  Mr.  P.  A. 
Alexander  is  being  considered  for  a  place  in  your  em- 
ploy " ;  "To  whom  it  may  concern :  Frank  P.  Nielsen  has 
been  in  my  employ  for  the  last  five  months. ' ' 

It  may  further  contain  a  paragraph  showing  that  the 
writer  knows  what  the  requirements  of  the  position  are. 
Men  of  experience  themselves  are  pretty  likely  to  have 
this  knowledge. 

(b)  Next  comes  a  statement  of  the  plain  facts  in  the 
case:  who  the  person  is,  how  long  the  writer  has  known 
him,  what  his  duties  have  been,  what  his  training  is  for 
the  position  now  open,  and  the  like.  It  should  contain 
nothing  but  undisputed  facts,  for  thus  it  gives  the  reader 
from  the  beginning  an  impression  of  its  fairness. 

(c)  Following  this  the  writer  may  report  his  per' 

315 


316  SPECIFIC    TYPES    OF    LETTERS 

sonal  judgment  of  the  applicant's  capacity  and  char- 
acter. Here  is  his  chance,  by  carefully  selected  state- 
ments, to  give  an  exact  impression  of  the  person  he  is 
recommending,  fitting  it  to  what  he  knows  of  the  pros- 
pective employer's  needs. 

(d)  Finally,  if  the  writer  wishes  to  give  a  strong  in- 
dorsement, he  may  say  in  a  separate  paragraph,  * '  If  you 
care  to  write  me  further,  I  shall  be  glad  to  reply."  Or 
he  may  summarize  his  beliefs  about  the  applicant. 

Throughout  the  letter  the  language  used  should,  in 
fairness  to  the  applicant,  be  specific  and  detailed.  What- 
ever distinguishes  him  from  the  mass  of  humanity, 
whatever  makes  him  seem  an  individual  rather  than  a 
part  of  the  horde  of  position-seekers — if  he  has  any  such 
quality — this  the  writer  of  a  letter  of  recommendation 
should  study  to  present.  Vague  and  general  statements 
betray  a  lack  of  knowledge  or  an  unwillingness  to  give 
the  real  facts.  Except  in  answer  to  direct  questions,  the 
letter  ought  not  to  contain  negative  statements;  it  is 
enough  merely  to  omit  indorsement  on  certain  points. 

270.  An  open  letter.  A  "testimonial"  addressed 
"To  whom  it  may  concern,"  and  given  to  the  applicant 
to  present,  must  in  courtesy  to  him  be  left  unsealed.  This 
prevents  the  use  of  any  but  general  statements.  Conse- 
quently an  open  letter  is  of  small  value,  and  should  not 
be  asked  for  or  given  unless  the  writer  has  little  per- 
sonal knowledge  of  the  applicant,  and  unless  the  position 
sought  is  a  minor  one  requiring  general  and  not  specific 
fitness.  A  letter  of  this  sort  may  be  used  as  a  note  of 
identification  even  when  an  applicant  is  seeking  a  more 


RECOMMENDATIONS     AND     INTRODUCTIONS    317 

important  position;  but  a  note  of  formal  identification 
from  a  bank  or  other  responsible  source  performs  this 
service  well  enough,  allowing  the  personal  message  to 
go  by  mail. 

271.  A  letter  sent  direct.  This  is  the  letter  which 
one  promises  to  write  when  he  permits  his  name  to  be 
used  as  a  reference.  Accordingly  he  should  think  well, 
before  he  gives  that  permission,  just  what  he  intends  to 
say  when  the  demand  is  made  on  him.  It  will  save  time 
later  if  he  asks  questions  and  takes  a  few  notes  when 
the  applicant  makes  his  request,  and  it  will  show  the 
applicant  besides  that  he  is  asking  an  important  favor. 
The  outline  given  in  269  will  aid  the  writer  to  prepare 
effectively  what  he  has  to  say. 

A  recommendation  to  a  minor  position: 

I  am  glad  to  give  my  opinion  of  George  H.  Monroe,  In 
answer  to  your  inquiry  of  September  18. 

The  young  man  has  been  in  our  employ  for  the  last 
eight  months  as  clerk  in  our  grocery  store.  He  has 
attended  faithfully  to  his  duties,  learned  the  stocl^ 
quickly  and  well,  and  has  shown  himself  prompt  and 
interested  in  dealing  with  customers.  His  presence 
has  been  a  decided  asset  in  the  store.  We  are  sorry  to 
lose  his  service,  but  glad  to  recommend  him  to  a  posi- 
tion carrying  better  wages. 

272.  An  introduction.  A  letter  of  introduction 
merely  makes  two  persons  acquainted  through  the  me- 
dium of  a  third  person.  It  need  not  imply  any  indorse- 
ment, save  the  very  slight  one  that  the  person  introduced 
is  known  to  the  writer ;  but  it  usually  implies  some  de- 
gree of  social  or  business  equality  among  the  three  per- 


318  SPECinC    TYPES    OF    LETTERS 

sons  concerned.  A  note  of  introduction  written  by  one 
friend  to  another — a  social  letter  and  not  a  business 
letter — is  supposed  to  be  equivalent  to  an  indorsement 
of  the  social  standing  of  the  person  written  about;  and 
in  like  manner  a  business  introduction  practically  in- 
dorses the  commercial  and  personal  integrity  of  the  one 
whose  name  it  contains. 

Such  a  letter  should  show  clearly  whether  the  intro- 
duction is  for  a  specific  purpose,  like  the  granting  of  a 
particular  favor,  or  for  the  general  purposes  of  ac- 
quaintance and  friendship.  The  first  need  not  imply  so 
thorough  an  indorsement. 

I  take  pleasure  in  introducing  to  you  Mr.  Anderson, 
a  member  of  our  Chamber  of  Commerce,  who  wants  to 
study  your  excellent  system  of  handling  suburban 
deliveries. 

He  has  heard  from  me  that  you  would  be  glad  to 
give  him  the  benefit  of  your  knowledge  on  that  point 
I  taave  not  forgotten  the  talk  you  gave  us  last  spring. 

You  will  remember  my  telling  you  about  Mr.  Andrew 
Hilton,  who  is  leaving  Minneapolis  to  make  his  home 
in  Scranton. 

Mr.  Hilton  has  been  my  good  friend  and  fellow- 
townsman  for  three  years,  and  I  am  glad  to  make  him 
known  to  you. 

Any  courtesies  you  may  be  able  to  show  him  in 
Scranton,  both  in  helping  him  to  get  settled  and  in 
Introducing  him,  I  shall  take  as  a  personal  favor. 


Part  IV — Miscellaneous 


Chapter  XX 
Principles  of  Effective  Writing 

273.  Introductory.  Nothing  is  written  for  itself, 
but  for  readers.  The  rules  of  rhetoric,  devised  through 
centuries,  have  merely  followed  the  natural  trend  of 
human  preference,  and  what  produced  the  desired  effect 
upon  an  audience  was  gradually  reduced  to  principles 
that  would  apply  upon  another  occasion.  Rhetoric  is  a 
subtle  art,  for  it  is  literature  in  the  making,  but  rhetoric 
is  a  guide  also  to  simple  expression  about  ordinary  sub- 
jects, and  serves  us  equally  whether  we  deal  with  lofty 
ideas  and  emotions,  or  aim  merely  to  tell  the  plain  truth 
about  our  every-day  business. 

As  the  standards  of  business  composition  are  steadily 
rising,  and  writers  of  genuine  skill  are  being  employed 
to  express  in  language  of  universal  appeal  the  beauty  of 
some  of  our  products,  the  power  of  human  invention  and 
toil  embodied  in  others,  and  the  beauty  and  power  of 
the  ideal  of  service,  it  is  certain  that  business  in  the 
future  will  afford  constantly  more  incentive  for  the 
writer  to  train  his  taste  and  develop  his  ability  through 
the  reading  of  literature  and  the  practice  of  imaginative 
types  of  writing.  This  many  of  the  business  writers  of 
the  present  have  done. 

319 


320  MISCELLANEOUS 

At  the  same  time  business  men  in  general  will  have  an 
increased  need  for  a  clear,  straightforward  language  in 
which,  without  waste  of  words  and  in  a  manner  fitted  to 
their  subject,  they  can  teU  the  community  about  the  goods 
and  the  service  they  have  to  offer.  Salesmanship  in  print 
will  come  more  and  more  to  the  help  of  other  forms,  and, 
as  we  have  seen,  salesmanship  is  not  confined  to  sales  let- 
ters, but  is  an  element  in  every  form  of  business  writing. 

This  chapter  presents  a  few  of  the  principles  of  effec- 
tive writing  for  which  the  business  writer  has  most  fre- 
quent use.  The  practical  directions  given  throughout 
the  book  are  based  on  these  principles.* 

274.  Unity.  Unity  in  a  letter  is  secured  by  restricting 
it  to  one  subject,^  and  excluding  topics  that  do  not  relate 
thereto.  Its  value  lies  in  the  fact  that  the  reader  under- 
stands better  if  told  one  thing  at  a  time.  When  two  sub- 
jects are  introduced,  as  when  sales  material  forms  part 
of  a  collection  letter,  they  should  be  brought  into  relation 
BO  that  the  real  topic  of  the  letter  is  the  firm's  service 
to  its  customer,  of  which  the  two  subjects  are  parts. 

Unity  of  impression  is  violated  if  the  letter  changes 
its  tone  from  courtesy  to  harshness,  or  if  it  begins  in  a 
lively,  vigorous  style  and  drops  to  a  dull  and  wordy  one. 
The  letter  seems  to  have  been  written  by  two  people. 

Unity  in  a  sales  letter  is  secured  by  selecting  a  few 
closely  related  points  and  developing  them  thoroughly. 
If  the  writer  can  make  the  reader  „  smember  for  the  rest 
of  his  life  one  real  reason  for  buying  an  article,  he  suc- 


♦See  "Advertising,   Its   Principles  and   Practice."  by    Tipper,    Hotchkiss 
Hollingworth,  and  Parsons,  for  chapters  on  copy-writing. 


PRINCIPLES    OF    EFFECTIVE    WRITING      321 

ceeds  better  than  if  he  divided  the  reader's  attention 
among  six  or  seven  briefly  mentioned  points.  This  does 
not  mean  that  many  facts  may  not  be  brought  into  the 
one  letter,  but  that  they  must  all  be  subordinated  to  one 
larger  idea.  The  stamp  of  this  ruling  idea  must  be  upon 
every  statement  made. 

Unity  is  secured  also  by  driving  at  one  result.  If  the 
purpose  of  a  letter  is  to  prepare  for  the  visit  of  a  sales- 
man or  to  get  the  customer  to  read  a  catalog  or  pamphlet, 
it  should  direct  all  its  arguments  toward  that  end  and 
it  should  not  try  directly  to  close  the  sale.  Likewise, 
if  the  letter  is  to  close  the  sale  it  should  make  any  ref- 
erence to  catalog  or  pamphlet  subordinate  to  its  main 
purpose. 

275.  Coherence.  The  quality  in  a  letter  which  car- 
ries the  reader  from  one  statement  to  another  is  coher- 
ence. In  a  routine  letter,  which  the  reader  is  obliged  to 
finish  whether  he  wills  or  no,  coherence  is  a  courtesy  and 
makes  a  good  impression.  In  a  sales  letter,  the  irresis- 
tible quality  that  makes  the  reader's  eye  travel  from  the 
interesting  first  sentence  through  the  complete  argu- 
ment to  the  appeal  for  action,  is  a  vital  principle  on 
which  the  success  of  the  letter  absolutely  depends.  No 
pains  in  revising  are  too  great  where  their  purpose  is  to 
make  a  sales  letter  a  coherent  whole. 

To  show  the  relation  between  statements  they  must 
first  be  arranged  in  a  natural  sequence  of  ideas.  This 
sequence  has  been  discussed  under  each  type  of  letter 
throughout  the  book.  Next,  the  paragraphs  must  have  a 
visible  connection.    For  instance,  the  third  and  fourth 


322  MISCELLANEOUS 

may  develop  points  stated  in  the  second;  or  each  may 
depend  directly  on  the  preceding,  carrying  its  thought 
one  stage  further ;  or  several  paragraphs  may  begin  with 
the  same  sentence  construction,  like  the  first  two  in  the 
following  illustration : 

If  you  could  buy  a  mechanical  device  that  would 
reduce  your  grocery  bills  1-2  to  2-3,  would  you  Invest 
in  it? 

If  you  could  buy  a  contrivance  that  would  reduce 
the  cost  of  your  clothing  more  than  half,  you  would 
buy  it ! 

What  would  an  idea  which  would  reduce  your  taxes 
and  the  upkeep  of  your  property  at  least  one- half  be 
worth  to  you?  Or  if  a  motor  car  were  put  on  the 
market  which  would  get  30,  40.  or  50  miles  out  of  a 
gallon  of  gasoline,  the  chances  are  that  you  would  buy 
that  car. 

The  guaranteed  ....  will  cut  your  heating 
costs  from  1-2  to  2-3.    Surely  you  will  buy  it ! 

More  specific  connection  between  paragraphs  and  sen- 
tences is  provided  in  one  of  three  ways: 

(a)  By  connectives,  some  of  which  are  the  follow- 
ing: and,  also,  moreover,  again,  further,  finally,  next, 
another,  yet,  still,  however,  but,  on  the  one  hand,  on  the 
other  hand,  on  the  contrary,  nevertheless,  in  contrast  to, 
in  spite  of,  although,  for  this  purpose,  keeping  this  in 
mind,  in  this  way,  thus,  so,  hence,  besides,  accordingly, 
then,  therefore,  consequently,  first,  second,  third,  etc. 

(b)  By  pronouns:  he,  she,  it,  they,  this,  that,  these, 
those,  the  former,  the  latter,  the  one,  the  other,  who, 
which. 

(c)  By  repetition  of  important  words  linking  one 


PRINCIPLES    OP    EPFECTlVE    WklTING     3^3 

Sentence  solidly  to  the  next:  "Each  machine  is  energized 
by  an  unobtrusive  little  dynamo,  which  is  technically 
known  as  an  'exciter.'  This  exciter,  by  its  electrical 
impulse  through  all  the  coils  of  the  generator,  brings  the 
whole  mechanism  into  life  and  activity." 

276.  Emphasis.  Important  ideas  can  be  given  em« 
phasis,  first,  by  allowing  them  more  space,  and,  second, 
by  allowing  them  prominence  of  position. 

The  important  positions  in  a  letter  are  the  beginning 
and  end  of  the  whole  letter,  of  each  paragraph,  and  of 
each  sentence.  "Words  placed  just  before  any  mark  of 
punctuation  receive  more  emphasis  than  do  others.  In  a 
routine  letter  the  end  is  more  important  than  the  begin- 
ning, but  in  a  sales  letter,  probably  the  words  on  the 
first  line  should  be  most  carefully  selected;  next  in  im- 
portance are  the  words  in  the  last  paragraph,  and  next, 
the  words  that  begin  the  second  paragraph.  These  are 
the  points  that  catch  the  reader's  eye  most  easily,  and 
consequently  they  should  be  utilized  to  flash  important 
ideas  upon  his  mind.  ''Try  to  begin  and  end  with 
words  that  deserve  distinction." 

In  a  two-page  letter  the  top  of  the  second  sheet  is  an 
important  position,  and  an  interesting  sentence  should 
be  placed  there. 

Repetition  of  a  word  or  phrase  calls  strong  attention 
to  it.  A  brief  phrase  or  sentence  packed  with  meaning  is 
powerfully  emphatic;  the  familiar  example  in  business 
is  the  advertising  "slogan."  Sharp  contrast  between 
two  ideas,  especially  in  the  form  of  antithesis,  throws 
emphasis  upon  each  member  of  the  pair. 


324  MISCELLANEOUS 

Confidence  begets  Confidence 
There  is  just  as  much  reason  why  I  should  send  my 

goods  to  you  before  getting  your  money 
— as  that  you  should  send  your  money  to  me  before 

getting  my  goods. 

In  the  former  case  I  must  trust  you ;  in  the  latter 

case  you  must  trust  me. 

277.  Mechanical  emphasis.  Emphasis  can  also  be 
secured  by  mechanical  devices.  These  address  them- 
selves to  the  eye,  while  those  just  discussed  address  them- 
selves chiefly  to  the  understanding. 

A  heading  above  the  first  line  either  in  capitals  or 
lower  case  letters  is  emphatic  because,  like  the  headline 
of  a  newspaper  or  the  heading  of  a  chapter,  it  comes 
first,  and  is  surrounded  by  open  space. 

A  postscript  also  is  emphatic  if  surrounded  by  open 
space,  and  so  is  often  used  in  sales  letters  to  call  atten- 
tion to  a  specific  point.  If  pushed  too  near  the  body  of 
the  letter  or  the  end  of  the  sheet  it  has  less  value. 

The  letter-head,  the  first  sentence,  and  the  last  sen- 
tence, are  more  emphatic  if  surrounded  by  open  space 
and  not  crowded.  It  is  equally  true  that  the  whole 
letter  loses  emphasis  if  not  provided  with  a  good  margin. 

A  paragraph  of  a  single  line  or  a  short  line  catches 
the  eye. 

An  extra  wide  margin  for  one  or  more  paragraphs,  or 
for  specially  important  matter,  provides  emphasis  by  con- 
trast with  the  narrower  margins  of  the  rest  of  the  letter. 

The  "deadly  parallel" — two  short  columns  of  con- 
trasted facts,  side  by  side  in  the  body  of  the  letter — 
gives  powerful  emphasis. 


PRINCIPLES    OF    EFFECTIVE    WRITING     325 

A  short  paragraph,  double-spaced,  in  the  body  of  a 
single-spaced  letter  is  an  unusual  and  effective  device. 

Indention  is  the  usual  means  for  emphasizing  the  first 
words  of  a  paragraph.  To  run  the  first  words  beyond 
the  regular  margin  is  not  infrequent.  The  use  of  double 
space  between  paragraphs  is  really  a  device  for  empha- 
sizing their  first  and  last  words.  Indention  without 
double  space  emphasizes  a  sentence  within  a  paragraph. 
A  new  paragraph  may  be  made  in  the  middle  of  a  sen- 
tence with  a  dash  or  double  dash  to  indicate  the  break, 
and  with  either  single  or  double  space  between  the  sepa- 
rated parts  of  the  sentence.     (See  illustration,  276.) 

Underlining,  capitals,  and  red  ribbon  call  attention 
effectively  to  a  few  words.  The  first  is  the  most  natural 
device  in  a  letter;  the  others  appear  less  natural.  In  a 
form  letter  the  underlining  may  be  done  with  fac-simile 
pencil  writing;  or  a  few  words  or  a  check  in  the  same 
sort  of  writing  may  be  put  in  the  margin  opposite  a 
paragraph  to  call  attention  to  it. 

These  devices  must  be  used  sparingly  or  they  lose 
their  effect.  Their  value  lies  in  attracting  the  eye  to  the 
page,  so  that  the  body  of  the  letter  will  be  read.  Since 
the  third  quarter  of  the  page  is,  in  the  nature  of  things, 
less  likely  to  be  read  than  the  first  two  and  the  last,  it 
stands  in  more  need  of  one  of  these  devices. 

278.  The  choice  of  words.  "Words  are  ideas.  If 
the  style  of  a  writer  of  sales  letters,  for  example,  is  full 
of  dull  and  ineffective  words,  he  will  fail  to  stimulate 
ideas  in  his  readers.  A  writer  who  really  is  eager  to  im- 
prove his  style  will  study  the  subject  of  diction  in  some 


326  MISCELLANEOUS 

good  rhetoric,*  where  he  will  pick  up  quantities  of  sug- 
gestions ;  and  he  will  increase  his  store  of  words  by  read- 
ing widely,  especially  from  imaginative  writers.  An 
ordinary  style,  however  clear,  holds  few  suggestions  for 
the  reader,  and  so  it  is  ineffective  for  sales  letters. 

In  letters  on  routine  subjects,  clearness  and  precision 
are  the  chief  requirements.  The  conservative  and  con- 
fidential tone  of  letters  about  credits  and  collections  de- 
mands, in  addition,  a  choice  of  words  for  dignity. 

The  choice  of  words  can  be  regulated  by  four  prin- 
ciples : 

(a)  Plain  and  simple  words  are  more  vigorous  than 
elaborate  ones.  Choose  specific  words  rather  than  gen- 
eral; short  words  rather  than  long  ones;  natural  and 
idiomatic  phrases  rather  than  formal  and  hackneyed 
phrases. 

(b)  Descriptive  words  that  call  up  a  specifiic  image 
vividly  before  the  mind  are  always  to  be  sought. 

(c)  Words  or  phrases  in  unusual  senses,  or  figures 
of  speech,  set  the  reader  thinking. 

Ton  can't  see  all  of  America  from  the  Metropolitan 
Tower,  but  in  the  range  of  your  vision  will  be  Included 
enough  Italians  to  repopulate  Rome,  enough  Greeks  to 
found  a  modern  Athens ;  you  will  behold  a  great,  toiling 
army  of  workers,  which  if  mobilized  would  outnuml)er 
the  hordes  of  Attila. 

(d)  Verbs  and  nouns  should  be  made  to  carry  the 
weight  of  meaning;  especially  valuable  is  a  good  verb. 
"These  pruning  shears  will  snip  a  broomstick";  "The 


•  For  instance.  Genung,  T/ie  Working  Printiples  of  Rhetoric^  pages  29^20. 


PRINCIPLES    OF    EFFECTIVE    WRITING      327 

gears  quietly  spin  the  fan  through.  6,000  revolutions  a 
minute."  Avoid  over-use  of  the  verbs  be  and  have. 
Avoid  exaggerated  language — very,  wonderful,  tre' 
mendous,  enormous,  biggest,  best. 

279.  Short  and  long  sentences.  The  moderately 
short  sentence  is  the  clearest.  Very  short  sentences  have 
great  force,  but  they  may  not  make  their  meaning  plain. 
They  are  effective  to  stir  the  reader  to  action.  For  most 
purposes  in  letter  writing  the  complex  sentence,  which 
by  means  of  its  clauses  of  varying  rank  allows  graceful 
adjustment  among  several  ideas,  best  rewards  the 
writer's  study.  It  is  more  fluent  and  harmonious,  more 
courteous  and  suggestive,  and  is  better  adapted  to  per- 
suasion. A  good  rule  is  to  use  short  sentences  at  the 
beginning  and  end  of  the  letter,  and  longer  sentences  in 
the  middle,  and  to  avoid  an  uninterrupted  succession  of 
either. 


Chapter  XXI 

Form  Letters 

280.  Varieties.  Form  letters,  that  is,  letters  sent  iA 
identical  terms  to  several  persons,  can  be  divided  into 
three  classes,  according  to  their  method  of  preparation : 
(a)  the  complete  form,  (b)  the  paragraph  form,  (c)  the 
guide  form. 

(a)  The  complete  form  is  a  letter  prepared  complete 
in  advance  to  meet  a  definitely  foreseen  situation.  It 
may  be  either  individually  typewritten  or  "processed," 
that  is,  turned  out  on  a  machine  in  imitation  of  type- 
writing, or  printed.  It  is  given  a  key  number  so  that 
when  it  is  to  be  issued,  the  instructions  need  only  state 
the  number  of  the  letter  and  the  address  to  which  it  is 
to  go.  Then  it  can  be  typewritten  without  dictation,  or, 
if  it  has  been  prepared  in  advance,  it  merely  has  to  be 
taken  from  the  place  where  it  is  filed.  The  familiar 
example  of  the  complete  "process"  form  is  the  sales 
letter  prepared  in  quantities  in  imitation  of  typewriting, 
with  its  address  and  possibly  other  material  filled  in  by 
the  typewriter  before  it  is  sent  out.  But  in  a  large  busi- 
ness with  correspondence  on  fixed  subjects,  a  great  many 
kinds  of  letters  can  be  handled  by  "process"  forms. 

(b)  The  paragraph  form  is  a  letter  composed  of  para- 
graphs which  have  been  prepared  in  advance  but  which 
can  be  selected  and  combined  to  meet  specific  situations. 
It  is  more  flexible  than  the  complete  form;  indeed,  the 
paragraphs  selected  can  in  most  cases  sound  as  personal 

328 


FORM    LETTERS  329 

and  fit  the  reader's  needs  at  least  as  well  as  does  the 
usual  dictated  business  letter.  Since  such  letters  must 
be  individually  typewritten  they  have  not  the  appear- 
ance of  a  form.  In  answering  inquiries  or  in  handling 
collections  the  paragraph  form  is  of  great  service.  It 
can  be  put  to  many  other  uses. 

The  paragraphs  can  be  prepared  partly  in  advance  on 
the  basis  of  study  and  experience,  like  any  series  of  form 
letters.  Then  after  correspondence  on  the  subject  which 
they  cover  has  been  carried  on  for  a  short  time  by  dic- 
tated letters  and  by  forms,  the  forms  can  be  revised  and 
added  to  by  paragraphs  taken  from  the  dictated  letters. 
They  can  be  kept  in  a  scrap-book  that  has  a  thumb  index 
and  numbered  pages.  One  heading  of  a  subject  classifi- 
cation is  written  on  each  thumb  index  and  at  the  top  of 
every  page,  leaving  enough  blank  pages  under  each  di- 
vision to  provide  for  added  paragraphs  on  that  subject. 
The  paragraphs  are  pasted  in  according  to  this  subject 
classification  and  each  is  marked  by  a  letter  of  the  alpha- 
bet. When  a  letter  is  to  be  written,  the  correspondent 
turns  the  pages  of  the  book  until  he  finds  the  paragraphs 
he  wants,  and  dictates  to  the  stenographer,  "5A,  16H, 
23C"— a  complete  letter.  The  stenographer  then  copies 
the  paragraphs  out  of  the  book. 

(c)  The  guide  form  is  a  letter  prepared  like  the  com- 
plete form  to  meet  a  typical  situation.  But  the  corre- 
spondent uses  it  only  to  guide  his  dictation,  and  changes 
its  wording  to  fit  the  case  he  is  handling.  In  cases  sub- 
ject to  so  much  variation  that  even  the  paragraph  form 
will  not  apply,  and  in  small  businesses  where  a  thorough 
system  of  forms  is  not  worth  while,  the  guide  form  can 


330  MISCELLANEOUS 

be  employed  to  improve  the  style  of  correspondence. 
Guide  forms  should  be  changed  frequently,  lest  they 
lead  to  a  stereotyped  style. 

281.  Purposes.  The  first  purpose  of  forms  is  to  save 
expense.  In  the  "process"  form  the  operations  of  com- 
posing, taking  down,  and  transcribing  are  performed 
only  once  for  a  great  number  of  letters.  In  the  type- 
written complete  form,  and  practically  in  the  para- 
graph form,  the  operations  of  composing  and  taking 
down  are  similarly  economical.  In  the  case  of  complete 
forms,  the  time  spent  in  finding  the  right  one  to  send 
out  can  be  minimized  if  the  forms  are  classified  and 
pasted  in  scrap-books.  These  methods  cut  the  cost  of 
letter  production  down  so  far  that  either  more  letters 
can  be  sent  in  making  a  single  sale  than  if  dictated 
letters  were  used,  or  letters  can  be  sent  on  more  occa- 
sions, affording  a  continuous  reminder  that  the  seller  is 
eager  to  be  of  service. 

The  second  purpose  of  forms  is  to  provide  a  better 
letter.  The  form  can  always  be  well  written,  and  care- 
fully revised,  and  adapted  precisely  to  its  subject  and 
to  its  reader.  It  can  be  free  from  errors.  It  can  be 
longer  than  a  dictated  letter,  since  the  expense  of  com- 
posing is  distributed,  and  the  expense  of  reproducing  is 
practically  no  more  than  in  the  case  of  a  short  letter. 
And  a  letter  of  moderate  length  on  any  subject  is  more 
pleasing  than  a  letter  of  telegraphic  brevity.  On  the 
score  of  adequate  language  alone,  the  dictated  letter, 
unless  written  by  an  expert,  is  often  inferior  to  the  form- 

Of  the  following  letters,  the  first  was  personally  die- 


FORM    LETTERS  331 

tated,  and  was  issued  from  a  fashionable  and  exclusive 
shop.  The  second  was  a  form  from  a  great  mail-order 
house.    Which  would  anyone  rather  receive  ? 

Your  esteemed  favor  to  hand.  Enclosed  find  receipt 
for  the  same,  also  $.17  in  stamps,  the  amount  overpaid. 

Please  pardon  the  error  in  charging  for  the  parcel 
post  twice. 

The  enclosed  remittance  is  for  the  purchase  price  of 
the  goods  you  returned. 

We  are  sorry  that  we  could  not  send  you  just  what 
you  wanted  and  that  our  selection  was  not  a  satis- 
factory one.  Our  aim  is  to  give  our  customers  always 
just  what  they  order,  and  we  buy  our  goods  in  large 
quantities  so  we  won't  be  obliged  to  make  many 
changes. 

If  you  will  write  on  your  future  orders,  "Do  not 
send  any  other  goods,"  we  will  always  return  your 
money  on  any  part  of  the  order  we  can't  fill,  rather 
than  select  something  else  for  you. 

This  order  has  caused  you  trouble,  we  know,  but  we 
hope  that  when  you  are  in  need  of  other  goods  you 
will  send  us  the  order,  and  we  feel  sure  it  will  be  filled 
satisfactorily. 

282.  Objections.  The  first  objection  to  forms  is 
that  they  are  impersonal.  The  sufficient  answer  might 
be  that  forms  are  a  necessity,  that  business  could  not 
do  without  them.  But  the  objection  can  be  partly  met. 
Forms  can  be  classified  carefully,  and  each  written  to 
meet  the  exact  needs  of  the  class  of  readers  to  whom  it 
goes.  Phrases  can  be  included  that  show  the  seller's 
real  consideration  for  his  customers,  and  that  make "  a 
genuine  appeal.  Its  language  need  stand  in  no  more 
danger  of  artificiality  than  the  language  of  a  dictated 


322  MISCELLANEOUS 

Jetter.  A  speaker  addressing  an  audience  of  a  thousand 
men  can  make  a  warmly  human  and  personal  impression 
on  each.  Even  if  he  conversed  privately  with  each  of 
the  thousand  he  might  say  nearly  the  same  things  to 
every  man,  with  but  a  few  touches  to  make  his  conversa- 
tion fit  the  particular  case.  The  form  letter  has  much 
the  same  chance. 

The  real  trouble  lies  not  in  the  reader's  prejudices, 
but  in  the  writer,  who  often  has  not  enough  imagination 
to  enable  him  to  meet  the  needs  of  many  people  without 
making  his  appeal  so  broad  that  it  lacks  personal  appli- 
cation. This  analysis  does  not  deny  the  difficulty,  but 
it  shows  that  by  a  skilful  writer  it  can  be  overcome.  And 
with  constantly  increasing  success,  the  modern  business 
world  is  overcoming  the  difficulty. 

The  second  objection  is  to  the  "process"  form,  on  the 
ground  that  it  does  not  look  like  a  letter.  This  really 
means  in  part,  "It  has  not  a  handsome  appearance." 
The  reader  wants  the  appearance  of  a  letter  because  all 
his  life  he  has  been  accustomed  to  give  letters  careful 
reading,  while  he  only  glances  at  printed  circulars. 
Form  letters  too  often  break  the  spell  by  looking  like 
printed  circulars  or  folders.  They  are  often  too  long, 
their  paragraphs  too  long,  their  margins  too  narrow. 
But  on  good  letter-head  stationery,  carefully  set  up,  and 
turned  out  by  a  good  process,  a  form  can  have  very  hand- 
some appearance.  Even  if  it  is  obviously  printed  on  a 
press  and  on  cheap  paper,  it  can  have  good  "layout," 
and  preserve  the  appearance  of  a  handsome  advertise- 
ment delivered  direct  to  the  customer. 

In  part  the  objection  to  the  "process"  form  cannot 


FORM    LETTERS  333 

be  met.  Its  appearance  prevents  its  being  read  with  as 
much  interest  as  an  individually  typewritten  letter. 
Therefore,  in  "high-class"  advertising,  or  where  the  re- 
turns will  justify  the  expense,  letters  should  be  individ- 
ually typewritten,  though  a  form  may  be  used  in  com- 
posing them. 

The  third  objection  is  that  the  "process"  form  is  de 
ceptive  in  trying  to  look  like  a  personal  letter.  One 
answer  is  that  few  people  are  deceived  nowadays.  Nearly 
every  one  can  tell  the  cleverest  "process"  form  from 
real  typewriting,  and  very  many  people  are  aware  that 
some  kinds  of  letters,  even  though  typewritten,  are  cer- 
tain to  be  forms,  since  the  usage  of  business  demands  it. 
On  the  other  hand,  a  form  letter  which  contains  lan- 
guage deliberately  intended  to  deceive,  deserves  the 
strongest  condemnation,  and  carries  its  own  penalty  in 
the  suspicion  it  casts  on  the  reliability  of  its  writer. 

But  comparatively  few  people  object  to  forms.  Every 
one  is  familiar  with  them,  and  recognizes  their  necessity. 
As  was  shown  by  the  illustration  in  281,  a  well-written 
form  is  preferable  to  an  ill-written  dictated  letter. 
Finally,  a  "process"  form  receives  its  best  justification 
on  the  score  of  appearance.  There  really  need  be  no 
question  of  deception.  The  appearance  of  a  carefully 
prepared  typewritten  letter  is  handsomer  than  that  of 
any  other  communication  one  can  receive.  By  the  force 
of  long  association  with  personal  messages  it  suggests 
careful  reading.  And  so  it  is  probable  that  the  majority 
of  readers  prefer  in  a  form  a  careful  match  between  the 
filled-in  portion  and  the  body  of  the  letter,  and  prefer 
likewise  the  courteous,  personal  style,  even  though  they 


334  MISCELLANEOUS 

recognize  instantly  that  they  are  not  reading  a  dictated 
letter.  They  accept  these  matters  as  they  would  an  in- 
formal, personal  manner  in  a  platform  speaker,  as  pleas- 
ant courtesies  carried  as  far  as  circumstances  will  permit. 

If  this  is  true,  a  writer  need  not  apologize  for  his 
letter  by  saying,  ''This  is  a  form  letter — I  do  not  wish 
to  deceive  you,"  or  something  to  the  same  effect.  In  the 
same  way  a  platform  speaker  would  be  unwise  to  call 
attention  to  tne  fact  that  his  speech  was  written  a 
month  before  he  saw  his  audience. 

To  give  a  form  "letter  appearance"  adds  to  its  ex- 
pense, but  as  a  general  principle  each  detail  of  "letter 
appearance"  increases  its  effectiveness.  The  problem  is 
how  many  of  such  details  it  is  worth  while  to  include. 

283.  The  "fill-in."  The  material  to  be  filled  in  by 
the  typewriter  in  a  complete  form  often  includes  one  or 
more  of  the  following :  the  address,  the  date,  the  name  of 
an  agent,  an  answer  to  a  special  inquiry  not  covered  by 
the  form,  a  reference  to  a  page  in  a  booklet,  and — more 
rarely — the  name  of  the  person  addressed  or  the  name  of 
his  town  in  the  body  of  the  letter.  The  last  two,  how- 
ever, when  they  are  not  necessary  to  the  sense  of  the 
letter,  are  usually  condemned  as  being  attempts  to  de- 
ceive. It  is  rarely  necessary  for  a  complete  form  to 
refer  to  the  date  of  previous  correspondence. 

To  make  the  "fill-in"  match  the  body  of  the  letter 
and  to  give  to  both  the  appearance  of  typewriting,  both 
must  be  written  or  printed  through  a  ribbon  of  exactly 
the  same  color,  and  with  the  same  weight  of  impression. 
Ideally  the  ribbon  should  contain  the  same  amount  of 
ink  in  both  cases. 


FORM    LETTERS  335 

The  difficulty  of  securing  an  exact  match  and  precise 
alignment  for  the  "fill-in"  has  led  to  various  practices. 
Special  information  is  sometimes  typewritten  as  a  post- 
script on  the  complete  form;  this  is  perhaps  the  best 
scheme.  Sometimes  it  is  typewritten  as  a  first  line  or  a 
first  paragraph  in  a  space  left  for  the  purpose,  some- 
times put  on  a  second  sheet,  sometimes  handled  in  a 
short,  separate  letter.  If  the  inquiry  demands  much 
special  information,  probably  a  paragraph  form  should 
be  used  instead  of  the  complete  form. 

The  name  of  the  agent  can  be  given  on  a  separate  card, 
or  in  a  postscript,  or  in  the  first  line  of  the  letter,  or 
elsewhere  in  the  body.  If  filled  in  in  the  body  of  the 
letter,  a  good  plan  is  to  put  it  at  the  end  of  a  line,  where 
only  its  first  word  comes  into  possible  contrast  with  the 
printed  portion.  It  is  least  likely  to  be  scrutinized  if  it 
appears  three-fourths  of  the  way  down  the  page,  since 
this  is  the  part  most  rapidly  read.  The  same  is  true  of 
reference  to  a  page  in  a  booklet. 

The  address,  or  the  address  and  salutation,  are  some- 
times written  at  a  distance  from  the  body  of  the  letter, 
so  that  if  a  contrast  exists  it  will  not  be  marked.  Some- 
times they  are  frankly  written  in  red  ink,  though  more 
rarely  in  sales  letters  than  in  other  kinds.  Sometimes 
the  address  is  put  at  the  bottom  of  the  sheet,  while  the 
salutation  is  printed  with  the  form.  Some  writers  use 
the  address  of  the  social  letter,  "My  dear  Mr.  Black:" 
since  this  makes  only  one  line  to  be  filled  in.  In  this 
case  sometimes  "My  dear"  or  "My  d"  is  printed  as 
part  of  the  form. 

Sometimes  to  save  expense  the  address  is  omitted  and 


336  MISCELLANEOUS 

the  interesting  first  sentence  alone  is  relied  on  to  estab- 
lish a  personal  relation  between  the  letter  and  the  reader. 
Often  in  this  case  words  are  substituted  for  the  address, 
so  that  no  gap  appears  where  the  eye  is  accustomed  to 
seeing  a  block  of  type.  Examples  that  have  appeared  in 
letters  are,  "Dear  Subscriber  and  Loyal  Reader,"  "To 
Our  Readers,"  " Fellow- Alumnus, "  "A  Word  About 
Gifts,"  "Speaking  of  Mackinaw  Coats,"  "An  Interest- 
ing Offer,"  "Some  Testimony  for  You." 

When  a  firm  is  willing  to  sacrifice  appearance,  but 
wishes  to  secure  the  advantages  of  cheapness  and  ade- 
quate language,  it  prepares  its  forms  with  large  blank 
spaces  and  makes  no  attempt  at  matching  the  filled-in 
portion  with  the  body.  Correspondence  between  branch 
houses  or  departments  of  the  same  firm,  and  adjustment 
letters  written  to  retail  customers,  show  many  examples 
of  this  practice. 

284.  Postal  regulations.  Form  letters  in  imitation 
of  typewriting,  even  though  they  bear  written  addresses 
and  signatures,  can  be  admitted  as  third-class  mail  mat- 
ter if  they  are  mailed  in  a  minimum  number  of  twenty 
identical,  unsealed  copies.  The  rate  is  one  cent  for  each 
two  ounces  or  fraction  thereof.  This  allows  a  form  letter 
to  be  inserted  with  a  booklet.  Unsealed  circulars  may 
be  sent  at  the  same  rate,  though  they  attract  less  atten- 
tion from  the  reader  than  letters  sent  as  first-class  matter. 
The  Government  pamphlet  on  postal  information  should 
be  studied  and  the  local  postmaster  consulted  by  anyone 
who  wishes  to  take  advantage  of  the  third-class  rate. 


Chapter  XXII 
Filing  Correspondence* 

285.  What  filing  is.  This  chapter  gives  in  brief 
form  the  most  important  things  to  know  about  filing  cor- 
respondence. When  a  business  man  wishes  to  install  a 
system,  he  should  write  to  the  leading  firms  that  handle 
filing  equipment,  stating  the  nature  and  size  of  his  busi- 
ness, telling  what  he  wants  to  file,  and  asking  for  the 
names  of  firms  in  his  locality  who  have  installed  systems 
similar  to  the  one  the  filing  company  would  recommend 
for  him.  After  becoming  familiar  with  the  facts  in  this 
chapter,  and  when  he  has  studied  such  a  system  in  actual 
use,  he  can  ask  intelligent  questions  of  the  company's 
agent  who  comes  to  install  the  system ;  and  he  can  under- 
stand better  the  company's  pamphlets  on  filing.  In  this 
way  he  will  learn  a  good  many  points  about  which  the 
agent  may  not  think  to  inform  him. 

The  purpose  of  filing  correspondence  is  to  keep  a  rec- 
ord of  past  business,  which  can  be  referred  to  in  the 
course  of  future  business.  Letters  should  be  filed  in 
such  a  way  as  to  occupy  the  least  possible  space,  and  so 
as  to  be  easily  placed  in  proper  position  and  quickly 
found.  Vertical  filing,  in  which  letters  are  set  on  edge 
in  drawers  and  arranged  in  a  system  of  guides  and 
folders,  best  fulfils  these  requirements,  and  is  the  only 
system  a  modern  business  firm  would  consider  installing. 
For  rapid  reference  it  is  important  to  have  the  subject, 
the  date,  and  the  mention  of  previous  correspondence  at 

*For  more  detailed  discussion,  see  Hudders'  "Indexing  and  Filing." 

337 


338  MISCELLANEOUS 

the  beginning  of  the  letter,  and,  where  practicable,  to 
restrict  the  letter  to  one  subject  only. 

286.  Folders  and  guides.  The  unit  of  the  vertical 
system  is  the  individual  folder,  which  bears  on  its  tab  the 
name  of  a  firm  or  the  number  assigned  to  it,  and  which 
contains  the  letters  received  from  that  firm,  with  carbon 
copies  of  the  letters  sent  to  it.  For  ease  in  finding,  a 
letter  and  the  copy  of  the  reply  are  fastened  together 
with  a  clip  or  pin.  The  folders  are  arranged  according 
to  one  of  the  systems  discussed  below,  and  subdivided  by 
guides,  which  are  heavy  sheets  of  cardboard  bearing  on 
their  tabs  the  names  of  their  subdivisions.  The  guides 
aid  in  filing  and  finding  letters,  and  help  to  keep  the 
folders  erect. 

287.  Alphabetical  filing.  The  simplest  system  to 
understand  and  the  best  for  ease  in  finding  papers  is 
the  alphabetical.  The  guides  are  subdivided  according 
to  divisions  of  the  alphabet,  such  as  Ba,  Be,  Bi-Bo,  Br, 
Bu-By.  Then  each  folder  is  marked  with  the  name  of 
a  firm,  and  placed  behind  the  guide  under  which  that 
name  is  alphabetized.  The  several  folders  in  each  sub- 
division are  also  arranged  alphabetically.  This  system 
is  adapted  to  the  use  of  houses  that  have  little  corre- 
spondence. A  "miscellaneous"  folder  is  usually  placed 
under  each  subdivision,  to  hold  letters  from  firms  whose 
correspondence  is  too  small  to  demand  an  individual 
folder.  Twenty  folders  to  one  guide  is  a  sufficient  allow- 
ance for  any  system ;  if  it  overflows  this  number,  either 
more  subdivisions  should  be  used  or  the  chronological 
system  (see  290)  should  be  brought  in  as  a  supplement. 


FILING    CORRESPONfiENCE  "3^ 

288.  Numerical  filing.  For  large  houses  with  a 
great  amount  of  correspondence,  the  numerical  system  is 
most  used.  Each  firm  from  whom  letters  are  received  is 
given  a  number,  which  is  placed  on  its  folder.  The  firm 
name  and  its  number  are  written  on  a  card,  and  the 
cards  are  filed  alphabetically  in  a  separate  card  index. 
The  folders  are  filed  in  numerical  order,  and  the  guides 
are  marked  ' "'  1  -20, "  ' '  21-40, ' '  etc.  When  a  letter  is  to 
be  filed,  it  is  taken  to  the  card  index,  where  the  firm  name 
is  looked  up  alphabetically.  Then  the  firm's  number  is 
written  in  blue  pencil  on  the  top  of  the  letter,  and  the 
letter  taken  to  the  letter  file  and  inserted  in  the  proper 
folder.  In  finding  a  letter  the  card  index  is  consulted 
for  the  firm  number  and  the  letter  then  sought  in  the 
file.  The  numerical  system  is  the  easiest  for  filing  papers. 
It  necessitates,  however,  looking  in  two  places  for  every 
letter,  once  in  the  card  index  and  once  in  the  letter  file. 

289.  Direct-name  filing.  A  new  system  which  com- 
bines the  advantages  of  the  alphabetical  and  the  numeri- 
cal systems  is  called  the  direct-name  System.  The  illus- 
tration shows  one  variety  of  it.  As  can  be  seen,  each 
subdivision  of  the  alphabet — and  these  can  be  made  very 
numerous — bears  a  number  also.  Each  folder  bears  the 
name  of  the  firm  and  a  number  corresponding  to  the 
alphabetical  subdivision  under  which  it  stands.  Thus 
Black  and  Boving  are  both  numbered  4,  since  they  appear 
under  Bi-Bo,  which  is  here  the  fourth  subdivision.  In 
the  illustration,  the  tabs  shown  in  the  central  position 
are  those  of  the  ** miscellaneous"  folders.  In  the  actual 
system  they  are  blue,  to  distinguish  them  easily  from  the 


340 


MISCELLANEOUS 


gray  guides  and  tEe  yellow  manila  folders.  In  the  direct- 
name  system,  letters  are  found  alphabetically  and  filed 
numerically.    No  card  index  is  required  with  it. 


TiCSf 

"CA^i—li 


*-GI 


fPrv~EfyVK;;s;;^ 


~5F" 


Direct-name  Filing 


290.  Other  systems.  Letters  may  also  be  filed  geo- 
graphically according  to  states,  cities  or  towns,  special 
districts,  etc.  This  is  of  service,  for  example,  to  firms 
doing  business  with  agents.  A  subject  classification  ar- 
ranged alphabetically  is  used  by  authors  and  others  hav- 
ing temporary  use  for  various  papers.    A  chronological 


FILING    CORRESPONDENCE  341 

arrangement  of  folders  by  days,  weeks,  or  months  is 
chiefly  used  for  heavy  correspondence  with  a  single  firm. 
In  certain  large  concerns  which  have  an  enormous 
variety  of  subjects  to  classify,  the  Dewey  Decimal  sys- 
tem, such  as  is  used  in  libraries,  can  be  installed. 

291.  Transferring.  At  the  end  of  a  stated  period, 
say  six  months  or  a  year,  the  folders  can  all  be  taken 
from  the  file  and  placed  in  transfer  cases  in  the  same 
order.  Each  ease  is  marked  to  correspond  with  the 
drawer  from  which  its  contents  came,  and  to  show  the 
period  of  time  they  cover.  After  all  probability  of  their 
being  needed  is  over,  the  letters  are  usually  taken  from 
fhe  transfer  cases  and  destroyed,  though  some  firms  keep 
their  correspondence  permanently. 


APPENDIX  I 


Telegrams, 

The  language  of  a  telegram,  however  condensed,  must  be 
clear  without  allowing  more  than  one  interpretation.  Since  a 
mark  of  punctuation  is  counted  as  a  word,  the  message  should 
be  clear  without  punctuation.  Detached  phrases  are  danger- 
ously liable  to  be  misread.  The  rules  require  the  agent  to  count 
all  words,  figures,  and  letters  in  the  body  of  the  message,  all 
words  after  the  signature,  and  all  extra  words  in  the  address. 
To  save  expense  in  long  messages,  codes  can  be  used  in  which 
one  word  stands  for  several  words.  An  established  code  like 
the  "Western  Union  code  can  be  consulted,  or  private  codes  can 
be  prepared.  Five  letters  are  allowed  as  one  code  word;  thus 
a  word  of  six  or  seven  letters  counts  as  two  words. 

The  classes  of  service  include  full-rate  expedited  telegrams 
at  a  fixed  rate  for  ten  words;  night  telegrams  at  reduced  rates, 
delivered  the  next  morning;  day  letters,  at  one  and  one-half 
times  the  standard  night-letter  rate  for  the  transmission  of 
fifty  words  or  less,  sent  so  as  to  allow  priority  to  regular  tele- 
grams ;  and  night  letters  of  fifty  words  or  less,  sent  at  the 
standard  day  rate  of  regular  telegrams,  and  delivered  the  next 
morning.  Code  words  are  not  permissible  iru  day  or  night 
letters. 

Cablegrams 

The  greater  cost  of  cablegrams  makes  the  use  of  codes  for 
their  transmission  more  common.  Since  agents  must  count 
the  name,  address,  date,  and  signature,  code  words  are  often 
used  for  the  name  and  address.  The  classes  of  service  include 
a  full  rate  for  expedited  messages ;  a  deferred  half  rate ;  and 
rates  for  cable  letters  and  week-end  letters.  Code  language  is 
permitted  for  only  the  first  clas& 

343 


344 


APPENDIX 


Abbreviations  op  the  Names  op  States 


Alabama Ala. 

Arizona Ariz. 

Arkansas Ark. 

California Cal. 

Colorado Colo. 

Connecticut Conn. 

Delaware Del. 

Dist.  of  Columbia D.  C. 

Florida Fla. 

Georgia Ga. 

IlUnois 111. 

Indiana Ind. 

Kansas Kans. 

Kentucky Ky. 

Louisiana La. 

Maryland Md. 

Massachusetts Mass. 

Michigan Mich. 

Minnesota Minn. 

MississippL Miss. 

Missouri Mo. 

Montana Mont. 

Nebraska Nebr. 


Nevada Nev. 

New  Hampshire N.  H. 

New  Jersey N.  J. 

New  Mexico N.  Mex. 

New  York N.  Y. 

North  Carolina N.  C. 

North  Dakota N.  Dak. 

Oklahoma Okla. 

Pennsylvania Pa. 

Philippine  Islands P.  I. 

Porto  Rico P.  R. 

Rhode  Island R.  I. 

South  Carolina S.  C. 

South  Dakota S.  Dak. 

Tennessee Tenn. 

Texas Tex. 

Vermont Vt. 

Virginia Va. 

Washington Wash. 

West  Virginia W.  Va. 

Wisconsin Wis. 

Wyoming Wyo, 


The  following  are  not  to  be  abbreviated: 
Alaska  Idaho  Ohio  Samoa 

Guam  Iowa  Oregon  Utah 

Hawaii  Maine 


Abbreviations  op  TrriiEa  Occasionally  Used  in  Address 

A.M.  or  M.A Master  of  Arts 

C.E Civil  Engineer 

D.D Doctor  of  Divinity 

D.D.S Doctor  of  Dental  Surgery 

Dist   Atty District  Attorney 


ABBREVIATIONS  345 

D.  Lit  or  Lit.  D Doctor  of  Literature 

D.Sc Doctor  of  Science 

F.R.S Fellow  of  the  Royal  Society 

J.C.D i.  .Doctor  of  Civil  Law 

L.H.D Doctor  of  Humanities 

LL.D Doctor  of  Laws 

LL.M Master  of  Laws 

M.C Member  of  Congress 

M.D.  or  D.  M Doctor  of  Medicine 

M.E Mechanical  Engineer 

M.P Member  of  Parliament 

Mus.  D Doctor  of  Music 

Ph.D Doctor  of  Philosophy 

R.  A, Member  of  the  Royal  Academy 

A  full  list  of  abbreviations  used  in  writing  and  printing  Is 
)d  be  found  in  any  good  dictionary.    It  includes  commercial  terms. 

Postal.  Information 

Every  member  of  a  class  in  business  letter  writing  and 
every  business  man  should  own  a  copy  of  the  official  pamphlet 
on  Postal  Information.  It  is  distributed  free  by  the  Govern- 
ment, and  may  be  had  on  application  to  any  postmaster.  Aside 
from  the  ordinary  information  about  first,  second,  third,  and 
fourth  class  rates,  and  aside  from  the  data  about  envelope  ad- 
dress and  the  mailing  of  form  letters  given  in  this  book,  the 
pamphlet  contains  information  about  parcel  post,  private  mail- 
ing cards,  window  envelopes,  and  many  other  matters  important 
to  the  business  man.  New  editions  of  the  pamphlet  are  issued 
from  time  to  time,  containing  the  most  recent  rulings  of  the 
Post-Office  Department.  Information  printed  elsewhere  is  liable 
te  go  out  of  date: 


APPENDIX  II 


Index  of  exercises* 


I. 

Sec.  23 

XVIII. 

Chap. 

IX,  esp. 

II. 

Chap.    Ill 

Sees, 

,    127-128 

III. 

Sees.  25-42,   44, 

49, 

XIX. 

Chap. 

IX,  esp. 

50 

Sees. 

139b,  140d 

IV. 

Sec.  43 

XX. 

Chap. 

IX,  esp. 

V. 

Sees.  45-48 

Sees. 

139b,  140 

VI. 

Sees.  60-65 

XXI. 

Chap. 

IX,  esp. 

VII. 

Chaps.  Ill,  IV 

Sees. 

139b,  c,  e 

VIII. 

Chap.     V   and 

Sec. 

XXII. 

Chap. 

IX,  esp. 

51 

Sees. 

139d,  e 

IX. 

Chap.    VI,  esp. 

Sec. 

XXIII. 

Chap. 

X 

87 

XXIV. 

Chap. 

XI 

X. 

Chap.    VI,  esp. 

Sec. 

XXV. 

Chap. 

XII 

88 

XXVI. 

Chap. 

XIII 

XI. 

Chap.    VI,  esp. 

XXVII. 

Chap. 

XIII,  esp. 

Sees.  89-93 

Sec. 

217 

XII. 

Chap.     VI,  esp. 

XXVIII. 

Chap. 

XIV,  esp. 

Sees.   89-93 

See. 

226 

XIII. 

Chap.     VI,  esp. 

XXIX. 

Chap. 

XIV,  esp. 

Sees.  94-96 

Sees. 

227-233 

XIV. 

Chap.    VI,  esp. 

Sec. 

XXX. 

Chaps. 

XIV,  XV 

97 

XXXT. 

Chap. 

XV 

XV. 

Sees.  98-101 

XXXII. 

Chap. 

XVI 

XVI. 

Chap.    VIII 

XXXIII. 

Chap. 

XVII 

XVII. 

Chap.    IX,  esp. 

XXXIV. 

Chap. 

XVIII 

Sees.  117-122 

XXXV. 

Chap. 

XTX 

•First  column  gives  number  of  exercise;  second  column  gives  the  chapter  oi 
section  to  which  the  exercise  relates, 

346 


Exercises 

Arabic  numerals  refer  to  sections  in  the  text. 

Names,  addresses,  and  dates  are  omitted  from  some  of  the 
exercises  to  save  space.  They  should  be  supplied  by  the  stu- 
dent, so  that  every  letter  w^ritten  will  be  complete  in  all  parts. 

I.     (Sec.  23)     Divide  each  of  the  following  into  good  sentences. 
1.  We  have  not  had  a  settlement  to  date  and  as  the  busy  season 
is  now  over  we  request  you  to  settle  as  the  bill  is  now  two  weeks 
past  due.    2.  We  are  sorry  that  the  shortage  of  cash  forces  us 
to  ask  for  an  early  remittance,  but  because  of  the  rising  atti- 
tude of  the  wheat  market  cash  is  in  very  great  demand  so  that 
we  can  fill  our  elevators.    3.  We  have  your  order  of  Jan.  4  re- 
garding the  canes  shipped  on  invoice  No.  649146,  and  will  sug- 
gest that  you  send  us  the  two  receipts  showing  charges  paid  on 
this  consignment,  and  upon  receiving  them  we  will  investigate 
as  to  whether  or  not  overcharge  exists,  and  if  the  Express 
Company  is  at  fault  we  will,  of  course,  be  glad  to  file  claim  and 
recover  the  excess  amount.    4.  We  have  the  order  with  which 
you  last  favored  our  representative,  and  we  take  pleasure  in 
advising  you  that  goods  will  go  forward  at  the  earliest  possible 
moment,  but  this  has  directed  our  attention  to  your  account 
with  us  which  we  submit  is  somewhat  in  arrears,  showing  bills 
matured  aggregating  $380.00,   approximately.     5.   We  take  it 
that  this  condition  of  your  account  is  not  realized  by  you  and 
that  when  the  matter  is  brought  to  your  attention  it  will  be 
your  wish  to  favor  us  with  Chicago  exchange  or  its  equivalent 
in  full  of  overdue  invoices  and  we  will  ask  that  you  please 
take  such  action  upon  receipt  of  the  present  letter  as  the  pay- 
ment of  bills  approximately  when  they  become  due  is  a  matter 
upon  which  as  merchants  yourselves  you  will  realize  we  must 
count.     6.  If  necessary  will  gladly  render  an  itemized  state- 
ment of  your  account  but  as  you  have  already  been  furnished 
with  several  such  memoranda,  the  same  results  will  follow  were 
you  to  refer  to  these  statements  and  check  against  your  in- 
voices and  remittance-letters  when  present  differences  will  be 
immediately  located  and  satisfactorily  adjusted.    7.  We  have 
really  been  expecting  a  reply  to  our  letter  of  Jun©'  24  and  as 

347 


348  APPENDIX    II 

we  are  very  anxious  to  dispose  of  the  order  you  favored  us 
with  a  short  time  ago  we  hope  you  will  i^t  us  hear  from  you 
so  that  we  may  take  steps  to  close  our  records  and  ship  the 
goods  if  it  proves  that  we  have  been  misinformed  as  to  the 
facts  in  connection  with  your  business.  8.  Should  there  appear 
some  debit  of  which  you  have  no  record,  kindly  give  us  the  date 
and  amount,  or  if  you  find  that  we  have  failed  to  credit  you 
with  a  remittance  of  which  you  have  record,  if  you  will  kindly 
inform  us,  we  shall  give  it  our  immediate  attention,  otherwise 
a  check  to  cover  this  balance  of  $16.45  is  in  order.  9.  At  your 
suggestion  we  are  enclosing  verified  memorandum  of  all  pur- 
chases made  by  Oscar  Wilder,  9205  Ontario  Ave.,  Chicago,  for 
the  past  six  months,  information  that  we  hope  will  prove  of 
assistance  in  securing  a  satisfactory  adjustment  of  his.  loss 
with  the  fire  insurance  companies. 

II.  (Chap.  Ill)  According  to  the  model  on  p.  2.3,  copy  neatly 
the  first  correctly  written  letter  under  Sec.  23.  Supply  heading, 
address,  salutation,  complimentary  close,  and  signature. 

III.  (Sees.  25-42,  44,  49,  50)  Write  from  each  of  the  following 
groups  of  data  a  complete  heading,  address,  and  salutation,  cor- 
rect in  capitalization  and  punctuation.  1.  242  college  ave  ap- 
pleton  wis  april  4  1914  miss  alice  chandler  Chatham  n  y  924  hill 
street  2.  dubuque  iowa  147  river  boulevard  June  3  1915  mr 
waiter  p  oakes  bayonne  n  y  superintendent  h  b  peters  and 
SCOtt  CO.  3.  march  14  1915  macon  ga  147  maple  street  hon 
Oscar  a  newell  1924  Jenifer  ave  lockport  n  y.  4.  Miss  ellen 
green  massachusetts  general  hospital  boston  mass  July  3  1911 
brookline  mass.  5.  the  grace  brooks  co  3  delaware  ave  trenton 
n  j  (firm  composed  of  women)  sault  ste  marie  Ontario  sept  3 
1915.  6.  66  front  street  Vancouver  british  Columbia  Canada  feb- 
ruary  2  1915  james  p  rogers  and  co  pittsburg  pa.  7.  mrs  a  p 
ogden  care  american  express  company  london  england  novem- 
ber  1  1915  new  york  city  247  west  129th  street.  8.  James  miles 
34  upperhead  row  leeds  england  January  18  1915  lemcke  & 
beuchner  30-32  west  27th  street  new  york  city.  9.  bridgeport 
conn  august  19  1914  dr  e  n  Clinton  denver  colo  240  morris  street. 


EXERCISES  349 

10.  1143  west  Wilson  street  janesville  wis  John  wanamaker 
broadway  and  ninth  street  new  york  city  dec  19  1914,  11. 
paterson  n  j  february  23  1915  the  secretary  united  typothetae 
of  america  Philadelphia  pa.  12.  professor  William  f  bowman 
amherst  college  amherst  mass  241  clymer  place  august  10 
1914   peoria  ill. 

IV.  (Sec.  43)'  1.  Placing  the  address  at  the  bottom  of  the 
sheet,  write  a  formal  request  to  your  principal  or  teacher  for 
leave  of  absence  for  two  days  to  go  with  your  basket-ball  team 
to  a  near-by  city.  2.  Write  the  same  request  also  as  an  in- 
formal note.  3.  Write  an  informal  note  to  a  friend  in  that 
city  telling  of  your  intended  visit. 

V.  (Sees.  45-48)  Write  the  following  as  correct  envelope  ad- 
dresses, in  each  case  supplying  your  name  and  address  as  a 
return  card.  1.  robt  h  ingersoll  &  bro  315  4th  ave  new  york 
city.  2.  american  school  of  correspondence  drexel  ave  &  58th 
street  Chicago  ill.  3.  mr  ralph  g  upham  16  singer  building  to- 
ledo  Ohio.  4.  charles  Cornwall  pres  citizens  saving  institution 
cor  newton  and  bismarck  streets  saint  louis  missouri.  5.  Oregon 
and  Portland  railroad  company  room  402  markman  building 
Portland  Oregon  attention  e  c  marshall  lumber  agent.  6.  frank 
g  macdonald  141  mile  house  old  cariboo  road  british  Columbia 
please  forward.  7.  the  international  harvester  company  of 
america  harvester  building  Chicago  advertising  department.  8. 
m  Charles  roland  2ieme  cie  5ieme  bataillon  de  chasseurs  a  pied 
via  dep.  de  besancon  france. 

"VT.  (Sees.  60-65)  Copy  the  first  and  the  sixth  letters  from 
148,  centering  each  on  a  full-sized  sheet.  Supply  for  each  the 
heading,  etc. 

VII.  (Chaps.  Ill,  IV)  Bring  to  class  actual  letters  of  as  va- 
ried appearance  as  possible,  and  discuss  them  on  the  basis 
of  the  points  treated  in  these  chapters.  (A  portion  of  several 
hours  might  be  devoted  to  this  exercise  while  letter  writing 
was  in  progress. ) 


^  APPENDIX    It 

vm.  (Chap.  V  and  Sec.  51)  Rewrite  the  following.  1.  We 
are  pleased  to  advise  that  our  mill  consigned  a  carload  Galv. 
Sheets  to  you  on  the  19th  in  Penna.  car  553653  via  Penna.  c/o 
C.  M.  St.  P.  Trusting  same  will  reach  you  promptly  we  remain. 
2.  Referring  to  your  order  686.  Beg  to  advise  C.  E.  I.  car 
12350  was  loaded  at  our  dock  Feb.  9th.  3.  Your  esteemed  favor 
of  recent  date  received  ordering  one  8-18  Boston  Range,  reser- 
voir, high  closet  and  polished  top.  Same  has  been  entered  for 
our  best  attention  and  prompt  shipment  made  as  per  your  in- 
structions. We  have  also  complied  with  your  request  to  give 
our  Mr.  Sanders  credit  for  the  above  order.  Thanking  you  for 
same  and  awaiting  your  further  favors  we  remain.  4.  Yours  of 
Feb.  7th  rec'd  and  contents  noted  and  beg  to  state  that  your 
order  given  our  Mr.  Happer  on  Jan.  11th  went  forward  on  the 
22nd.  Trusting  same  has  reached  you  by  this  time  and  thank- 
ing you  for  past  favors  we  are.  5.  Yours  with  reference  to 
the  order  marked  for  delivery  to  J.  L.  Johnson,  "Wausau,  Wis., 
received  and  in  compliance  with  instructions  the  goods  will  be 
consigned  to  you  at  destination,  delivery  to  be  secured  by 
means  of  an  order  on  the  express  agent.  6.  Referring  to  our 
invoice  889021,  the  Transportation  Company  miscarried  1  Box 
Tinware.  We  have  located  same  and  are  forwarding  today 
without  any  additional  freight  charges.  Trusting  this  delay 
has  not  seriously  inconvenienced  you  we  remain.  7.  Answering 
your  letter  of  the  20th  in  which  you  ask  for  an  expression  as 
to  satisfaction  derived  from  the  time  clock  you  sold  us  some 
eight  months  since,  wish  to  advise  that  the  clock  is  in  every 
way  satisfactory  and  we  do  not  hesitate  to  state  that  we  have 
saved  considerable  money  by  having  same  in  our  building. 

IX.  (Chap.  VI,  esp.  Sec.  87)  1.  As  a  banker  in  your  city, 
write  the  Hampshire  Paper  Company,  South  Hadley  Falls, 
Massachusetts,  asking  for  samples  and  prices  of  stationery.  2. 
As  a  housewife,  write  to  Department  C-4,  American  Radiator 
Company,  816-822  S.  Michigan  Ave.,  Chicago,  for  information 
about  moderately  priced  installed  vacuum  cleaners  to  be  put 
into  a  house  already  built    3.  As  a  clerk  in  a  grocery  store, 


EXERCISES  351 

write  to  the  International  Correspondence  Schools,  Box  911, 
Scraiuon,  Pa.,  for  information  about  a  course  in  salesmanship. 
4.  As  a  high  school  student,  write  to  The  Registrar,  University 
of  Wisconsin,  Madison,  Wisconsin,  asking  for  a  catalog  and  in- 
formation about  the  Course  in  Commerce.  5.  Write  to  Marshall 
Field  &  Company,  State,  Washington,  Randolph  and  Wabash 
Streets,  Chicago,  Illinois,  asking  for  information  and  prices  on 
a  breakfast  set  of  good  quality  china,  blue  pattern ;  on  wicker 
chairs  for  porch  use ;  on  Oriental  rugs  in  shades  of  red  and 
brown  at  a  cost  not  to  exceed  $75.  In  connection  with  the  rugs 
refer  to  a  sale  the  store  is  conducting.  6.  Write  Gerrit  Fort, 
P.T.M.,  Union  Pacific  System,  Omaha,  Nebraska,  asking  for 
"California  and  the  Exposition,"  and  "The  Map  of  San  Fran- 
cisco" (Books  Nos.  A2  and  M2).  7.  Write  Thos.  Cook  &  Son, 
245  Broadway,  New  York  City,  for  information  about  a  trip  to 
Bermuda.  8.  Write  the  Shaw-Walker  Company,  New  York 
City,  for  information  about  files  and  filing  systems  for  use  in  a 
retail  grocery  store  with  a  small  amount  of  correspondence. 
9.  Answer  two  advertisements  in  a  magazine,  in  each  case  at- 
taching the  advertisement  to  the  top  of  your  letter.  10.  Write 
to  The  Pines,  Round  Lake,  Vilas  County,  Wisconsin,  for  in- 
formation about  summer  accommodations.  Ask  especially 
about  rates  for  hiring  boats,  about  renting  a  detached  cottage 
and  boarding  at  the  hotel,  and  about  the  kind  of  fishing. 

X.  (Chap.  VI,  esp.  Sec.  88)  1.  As  secretary  of  some  club,  write 
a  brief  note  to  the  members  asking  for  suggestions  for  the  pro- 
gram or  for  the  conduct  of  meetings  during  the  year.  Try  to 
stimulate  interest  by  asking  for  support.  2.  As  manager  for  an 
athletic  team,  write  a  neighboring  school  or  college,  enclosing 
a  list  of  your  open  dates  and  asking  for  a  game  on  your  own 
grounds.  3.  As  a  manufacturer  of  agricultural  implements, 
write  to  a  man  in  the  same  business  asking  for  his  experience 
with  the  advertising  firm  of  Birdseye,  Starr  and  Company.  4. 
Harvey  Paul,  of  the  firm  of  Gay,  Powers,  and  Paul,  has  given 
his  name  as  a  reference  for  Alfred  Caldwell,  who  wishes  a  posi- 
tion as  clerk  in  your  hardware  store.    Write  him  for  informa- 


352  APPENDIX    II 

tion  about  the  applicant's  character,  and  his  ability  as  a  sales- 
man. 5.  A.  J.  Johnson,  in  seeking  a  loan  from  :vOur  bank,  re- 
fers to  a  deposit  he  has  with  the  Second  National  Bank  of 
Terre  Haute,  Indiana.  Write  them  asking  for  a  verification  of 
his  statement. 

XI.  (Chap.  VI,  esp.  Sees.  89-93)  1.  Write  to  a  friend  in  a 
business  house,  asking  him  to  send  you  samples  of  his  incoming 
correspondence  that  he  does  not  wish  to  save  and  that  he  is 
willing  you  should  see.  Explain  that  you  are  studying  business 
letters,  that  you  are  glad  to  have  any  samples  of  routine  letters, 
and  that  you  will  cut  all  names  from  any  letters  he  sends  you. 
2.  Write  to  a  local  merchant  whom  you  know  well,  asking  him 
to  take  an  extra  carbon  copy  of  some  of  his  letters  for  your  use. 
Explain  as  in  problem  1  and  offer  to  call  for  the  letters.  3. 
Write  to  Robert  McMaster,  a  graduate  of  your  institution  and 
now  in  the  purchasing  department  of  a  Chicago  corporation, 
asking  him  to  be  on  the  outlook  for  incoming  sales  letters  that 
he  considers  good,  and  to  send  you  some.  4.  Write  the  manager 
of  retail  sales  in  some  department  store,  asking  what  methods 
are  taken  to  insure  that  routine  correspondence  is  well  written. 
5.  As  a  sophomore  in  college,  write  a  city  newspaper  asking 
what  chance  of  employment  college  men  have  with  them  on 
graduating.  6.  As  a  junior  in  a  university  course  in  commerce, 
write  a  manufacturing  firm  asking  what  positions,  pay,  and  fu- 
ture prospects  college  graduates  have  in  their  employ.  Explain 
that  you  are  writing  a  paper  on  the  subject.  7.  Write  one  of 
your  teachers,  explaining  that  you  have  entered  business  and 
are  unable  to  return  to  school,  and  asking  for  a  list  of  books 
to  help  you  continue  your  studies.  8.  The  Nashville  Furnace 
Company  has  sent  you  a  booklet  in  which  is  a  letter  from  John 
Rockwell,  an  architect  of  Minneapolis,  Minn.,  testifying  that  he 
has  saved  coal  by  using  the  furnace.    Write  him  for  details. 

XII.  (Chap.  VI,  esp.  Sees.  89-93)  As  a  business  man  in  some 
position  which  you  make  clear  in  your  letter,  write  to  a  rail- 
road or  manufacturer  or  department  store,  asking  about  one  of 


EXERCISES  353 

the  following:  1.  Welfare  work  among  employees.  2.  Training 
of  new  employees.  3.  Use  of  safety  devices.  4.  Use  of  form 
letters  in  inter-department  correspondence.  (See  280.)  5. 
Main  points  in  their  routine  of  handling  collections.  6.  (Dost 
of  dictated  letters  either  with  or  without  the  use  of  a  dictating 
phonograph.  7.  Extent  to  which  the  sales  department  and 
other  departments  co-operate. 

XIII.  (Chap.  VI,  esp.  Sees.  94-96)  Reply,  granting  some  one 
of  the  requests  in  Exercise  X,  XI,  or  XII. 

XIV.  (Chap.  VI,  esp.  Sec.  97)  Reply  to  one  of  the  requests  in 
Exercise  XI  or  XII,  either  refusing  or  stating  that  you  have 
not  the  information  desired. 

XV.  (Sees.  98-101)  Write  the  following  orders.  1.  June  8, 
1915,  to  Landers,  Frary  &  Clark,  New  Britain,  Conn.  From 
their  1915  catalog,  1  only  No.  100  Alcohol  Flagon;  1  only  No. 
126  Tumbler  Holder;  1  doz.  No.  151  Comb,  Soap  and  Brush 
Holders.  By  express.  2.  January  7,  1915,  to  the  same  firm. 
From  their  1915  catalog,  1  only  repair  No.  15  and  1  only  repair 
No.  36  for  Universal  Coffee  Mill;  1  only  No.  51  K  &  L  Spring 
Balances;  %  doz.  No.  44  Universal  Bread  Makers.  3.  April  16, 
1915,  to  the  Ringen  Stove  Company,  St  Louis,  Missouri.  By 
fast  freight  via  I.C.R.R.  From  their  1915  catalog,  2  No.  1051 
Quick  Meal  Junior  Stoves;  2  No.  9554  S.B.O.  Quick  Meal  Oil 
Stoves;  1  No.  4-118  Quick  Meal  Gas  Stove  with  Splash  Back. 
State  that  the  enamel  splash  back  in  your  order  of  March  2 
was  chipped  through  poor  packing,  and  ask  for  a  duplicate 
with  this  order.  4.  October  5,  1914,  to  Spohn,  Johnson  &  Co., 
Philadelphia,  Pa.  From  their  catalog  No.  47,  B-615,  1  pr.  boys' 
plain  bearing  Roller  Skates,  $0.92;  B-537,  1  set  Genuine  Holt 
Boxing  Gloves,  $4.75 ;  B-539,  1  Official  Basket  Ball,  $6.00 ;  B-550, 
1  pr.  Basket  Ball  Goals,  $2.90.  The  bill  is  to  be  sent  to  Prof. 
H.  A.  Powers,  Treas.  Athletic  Association.  5.  From  data  of 
your  own,  make  out  an  order  to  a  firm  with  which  you  have  an 
account    Include  five  items  ftivj  dQ  not  show  prices.    6.  Sam? 


354'  APPENDIX    II 

as  problem  5,  but  show  prices  aud  allow  the  amount  to  be  col- 
lected on  delivery. 

XVI.  (Chap.  VIII)  Write  an  acknowledgment  or  a  notice  of 
shipment  for  any  of  the  orders  in  Exercise  XV.  (Incidental 
problems  on  this  chaptei;  are  included  in  later  exercises.) 

XVII.  (Chap.  IX,  esp.  Sees.  117-122)  1.  You  have  the  ex- 
clusive agency  for  Peerless  Refrigerators  and  have  done  a  good 
business  with  them.  You  see  a  competitor  has  some  for  sale. 
Write  a  vigorous  protest  to  the  manufacturer,  referring  to  your 
agency  arrangement  with  their  salesman,  Mr.  Cunningham. 
2.  As  a  retailer,  you  receive  a  shipment  of  17  hats  which  are 
not  in  good  taste.  The  jobber  has  previously  made  good  selec- 
tions for  you.  Write,  returning  the  shipment.  3.  You  receive 
31  yards  of  crgpe,  soiled  along  the  edge.  One  dress  of  the  ma- 
terial was  sold,  but  it  has  been  returned.  Return  the  ship- 
ment, saying  that  the  jobber  may  replace  it  or  credit  your 
account  for  it.  4.  An  invoice  of  January  18  is  short  5  corsets 
No.  645  at  $8.50  and  2  corsets  No.  733  at  $15.  You  think  they 
may  have  been  shipped  in  a  separate  case  and  delayed.  Write 
the  jobber.  5.  Being  about  to  move  into  a  new  building,  you 
have  temporarily  decreased  your  business.  Write  a  jobber  to 
cancel  all  your  back  orders.  6.  Your  order  of  Sept  21,  No.  6102, 
has  not  come,  though  you  have  written  on  Nov.  20  and  Dec.  10. 
Write  the  letter  required. 

XVIII.  (Chap.  IX,  esp.  Sees.  127,  128)  1.  A  furniture  dealer 
has  written  that  in  invoice  No.  1864  you  sent  him  6  H-446 
Golden  Oak  Chiffoniers  instead  of  three.  Offer  him  terms  of  90 
days  instead  of  60  days  in  which  to  dispose  of  them.  2.  S.  P. 
Jones,  a  dealer  in  Newton,  Mass.,  writes  you  at  Grand  Rapids, 
Mich.,  that  on  May  10  you  sent  him  1  K-897  Mahogany  Dresser, 
though  his  order  was  for  K-898  Oak  Dresser.  He  has  lost  a 
sale  and  threatens  to  return  the  dresser.  By  telegraph  you  find 
a  customer  for  the  dresser  in  A.  H.  Rounds  &  Co.,  347  Boylston 
Street,  Boston,  Mass.     Write  Jones,  apologizing,  and  asking 


EXERCISES  355 

him  to  send  the  dresser  by  wagon  to  Rounds.  3.  In  the  fore- 
going problem,  suppose  you  find  that  orders  to  Rounds  and 
Jones  had  been  interchanged.  Offer  Jones  a  price  reduced  from 
$24.50  to  $20  if  he  will  accept  his  order,  and  tell  him  you  will 
pay  haulage  from  Boston  to  Newton.  Ask  him  to  send  the 
other  dresser  to  Rounds. 

XIX.  (Chap.  IX,  esp.  Sees.  139b  and  140d)  1.  A  retail  cus- 
tomer orders  three  50-yard  spools  Sewing  Silk  A  to  match  an 
enclosed  sample,  but  fails  to  enclose  the  sample.  Another  or- 
ders V2  dozen  pairs  Ladies'  Black  Lisle  Hose,  size  9,  at  50c., 
and  a  pair  of  tan  gloves  at  $1,  omitting  the  size  of  the  gloves. 
Another  orders  three  yards  of  "material"  to  match  the  en- 
closed sample,  but  does  not  state  whether  the  material  is  vel- 
vet, or  velvet  ribbon.  Write  the  letters  required  in  each  case. 
2.  A  silver  cup  ordered  from  a  mail-order  jeweler  has  come 
engraved  "Jack,"  as  ordered.  The  customer  writes  that  she 
has  changed  her  mind  and  wishes  instead  the  name  John  Ham- 
ilton Richards,  that  she  knows  the  catalog  states  you  cannot 
accept  for  return  engraved  articles,  but  hopes  you  can  in  this 
case.  Instruct  her  that  her  local  jeweler  can  change  the  en- 
graving. 3.  A  customer  writes  from  Madison,  Wis.,  that  the 
coat  bought  from  you  in  Chicago  needs  the  sleeves  lengthened 
and  he  wants  to  know  what  to  do  about  it.  Ask  him  to  take  it 
to  a  tailor  and  send  the  bill  to  you.  You  allow  alterations. 
4.  A  purchaser  of  a  razor  stropping  machine  has  written  that 
his  machine  arrived  without  a  strop.  Write  him  that  the  strop 
is  not  furnished,  but  is  shown  in  the  illustration  of  the  catalog 
only  to  give  a  working  idea.  He  has  also  asked  for  allowance 
on  some  leaky  hose;  instruct  him  to  have  repairs  made  and 
to  notify  you  of  the  amount,  when  you  will  give  his  account 
credit. 

XX.  (Chap.  IX,  esp.  Sees.  139b,  140)  (Average  length,  100  to 
125  words.)  1.  Part  of  the  first  order  in  Exercise  XV  is  out  of 
stock.  Express  regret,  and  make  it  clear  when  and  how  you 
can  ship.    Notify  that  you  are  shipping  the  rest  of  the  order. 


356  APPENDIX    II 

2.  Customer  has  written,  sending  back  several  Items  for  credit, 
amounting  to  $9.05.  All  items  are  received  and  credited  save 
one  Sun-Ray  Lamp,  $4.30.  He  has  also  received  two  rubbers 
for  the  same  foot.  Write  the  letter  required  by  the  situation. 
Ask  him  to  return  the  rubbers ;  you  will  include  a  pair  in  his 
next  shipment.  3.  Customer  writes  that  a  chair  in  his  last 
shipment  was  broken,  and  that  he  was  charged  for  two  sleds 
which  he  did  not  order  and  which  did  not  come.  Write,  grant- 
ing $2.15  on  the  chair  and  saying  the  other  item  was  an  error. 
4.  Notify  customer  that  you  have  entered  claim  with  the  Ex- 
press Company  for  his  lost  rush  shipment  of  five  copies  of 
Scott's  Money  and  Banking,  and  hope  he  has  received  the 
duplicate  order.  Ask  him  to  notify  you  if  lost  shipment  ar- 
rives. 5.  A  customer  asks  for  samples  of  cloth  to  be  sent 
Nov.  4.  Your  shipment  is  delayed  until  Nov.  6  because  you 
are  closed  on  Friday  and  Saturday.  Write  him  on  Nov.  5. 
6.  Customer  claims  he  returned  for  credit  three  No.  1350  and 
six  No.  1334  Lamps  with  which  he  is  charged  in  the  bill  of 
Oct.  24.  You  do  not  find  that  he  was  charged  for  the  second 
item,  and  ask  him  for  the  invoice  number  to  aid  your  investi- 
gation. 7.  A  customer  writes  Dec.  6  claiming  an  overcharge 
on  invoice  No.  521869.  The  total  shown  is  $19.65,  but  the  items 
amount  to  only  $16.35.  You  find  the  invoice  omitted  the  item 
No.  30-12,  two  dozen  Wash-basins  at  $1.65,  which  were  sent 
with  the  order.  Reply  to  the  customer.  8.  A  retailer  asks  a 
jobber  to  cancel  his  order  No.  5489  for  6  only  special  wash- 
stands.  The  jobber  asks  the  manufacturer  to  cancel  and  re- 
turn the  order;  write  this  letter.  9.  Write  a  retailer  that  the 
suits  he  ordered  cancelled  in  his  letter  of  ^lay  4  have  been  for- 
warded. Suggest  that  he  keep  them.  10.  A  retailer  writes  Feb. 
11  about  his  order  No.  177,  asking  you  to  cancel  the  sliding- 
door  locks,  to  expedite  shipment  of  the  rest  of  the  order,  and 
to  notify  him  of  the  shipping  date.  Answer  his  letter,  saying 
that  you  have  asked  the  factory  to  cancel.  11.  A  retailer  claims 
damage  of  $1.22  on  Screens,  Pencils,  Glassware  and  Baskets  in 
shipment  No.  620274.  Grant  the  claim  and  enclose  credit  memo- 
randum.    12.  A  retailer  claims  damage  of  $0.19  on  Chocolate 


EXERCISES  357 

Pots  in  invoice  No.  622411  and  reports  the  shortage  of  one 
box  of  Tablets.  You  have  instructed  the  railroad  to  trace,  but 
if  the  box  is  not  received  in  ten  days  the  retailer  is  to  return 
his  expense  bill  and  you  will  file  a  claim  with  the  railroad. 
Write  the  retailer ;  enclose  a  credit  memorandum  for  $0.19.  13. 
A  retailer  claims  $0.72  damage  on  cake  plates  in  invoice  No.  6281. 
He  cannot  secure  a  properly  noted  expense  bill  from  the  rail- 
road so  as  to  file  a  claim  with  them.  Your  records  show  the 
shipment  was  made  in  good  order;  you  believe  the  railroad  is 
responsible,  but  you  will  allow  half  the  claim.  Write  the  re- 
tailer. 14.  A  retailer  claims  $0.75  damage  on  hats  in  invoice 
No.  614807.  Grant  the  claim.  15.  A  retailer  sends  an  order  on 
June  24  and  claims  $0.21  for  breakage  of  mantle  globes  to  apply 
on  his  bill  of  June  3.  He  suggests  that  you  file  a  claim  with  the 
railroad.  Notify  him  that  the  order  has  been  shipped  under 
invoice  No.  624995,  grant  the  claim,  enclose  a  credit  memoran- 
dum, and  say  the  amount  is  too  small  to  warrant  claim  pro- 
ceedings. 16.  A  customer  remits  $11.04,  showing  a  deduction 
of  $2.14  for  lost  handkerchiefs.  Refer  him  to  your  letter  of 
May  25  in  which  you  asked  for  an  affidavit  before  a  notary 
showing  that  the  handkerchiefs  were  missing;  this  you  must 
have  before  filing  a  claim  with  the  railroad.  Ask  also  for  Ms 
freight  bill  on  this  consignment.  17.  A  customer  remits  $50.77, 
but  takes  off  2  per  cent  for  payment  in  ten  days,  though  your 
terms  are  1  per  cent.  Refer  him  to  the  terms  as  printed  on  the 
invoice,  and  ask  for  the  small  balance  so  that  you  may  credit 
his  account  in  full.  18.  Acknowledge  a  retailer's  remittance 
for  $87.06,  which  with  a  discount  of  $1.78  has  been  placed  to 
his  credit  He  has  deducted  $0.50  for  freight,  which  you  judge  is 
for  one  32  W.C.F.  Single-Shot  Round  Barrel  Rifle  shipped  from 
the  factory.  You  did  not  carry  the  gun  he  specified,  and  you 
quoted  him  a  low  price  f.o.b.  factory.  Refuse  the  claim  and 
ask  for  the  amount  with  his  next  remittance.  19.  A  retailer 
writes  that  several  boxes  of  torpedoes  in  his  invoice  No.  6275109 
did  not  explode.  Write,  asking  him  how  many  boxes  were  de- 
fective, and  saying  that  probably  the  manufacturer  omitted  the 
dynamite  cap.    530.  A  retailer  claims  that  the  water  front  for 


358  APPENDIX    II 

No.  261  Range  was  flawed.  Ship  him  another  and  ask  him  to 
return  the  defective  one,  marked  Ohio  Malleable  Range  Co. 
Laboratory,  Toledo,  Ohio.  You  will  charge  for  the  new  one 
but  will  give  credit  for  the  one  returned  after  it  has  been  ex- 
amined and  found  defective.  21.  The  tubing  of  1  K-95  Bicycle 
is  cracked  near  the  name  plate,  and  you  are  returning  it, 
marked  with  consignment  ticket  No.  72141,  by  wagon  to  the 
maker  in  your  city.  Write,  claiming  defect,  asking  him  to 
put  the  wheel  in  first-class  condition,  and  telling  him  when  he 
returns  it  to  you  to  attach  the  enclosed  tag.  22.  A  retailer 
writes,  returning  1  pair  Wintou  Bicycle  Tires  for  exchange  on 
account  of  defect.  Ship  another  pair,  with  a  charge,  and  al- 
low the  claim  if  the  returned  pair  is  found  defective.  Write 
the  letter  required.  23.  A  retailer  writes,  returning  a  suit  or- 
dered for  his  customer,  which  did  not  fit  and  which  he  could 
not  have  altered  properly.  Write,  allowing  return  if  the  suit 
has  not  been  worn.  24.  The  manufacturer  is  unable  to  ship 
the  stove  order  in  Exercise  XV,  for  three  or  four  days.  He  will 
Include  with  the  shipment  some  new  catalogs.  He  sends  one 
under  separate  cover  and  calls  the  dealer's  attention  to  it. 
Write  the  letter  required.  25.  A  retailer  writes  on  April  15, 
asking  you  to  hurry  his  order  of  April  2.  Write  that  it  was 
shipped  April  16  and  has  been  followed  with  a  tracer.  26.  A 
parcel  forwarded  to  Elmer  Moulton,  Longwood,  Iowa,  June  23, 
1915,  has  been  delayed.  Ask  the  railroad  to  trace  it  and  to 
notify  you  when  delivery  has  been  made  to  the  addressee. 
Enclose  the  necessary  data  on  form  No.  1510.  27.  Write  a 
railroad,  enclosing  papers  in  your  claim  F-2969  for  $26  for 
damage  to  shipment  of  June  3,  1915,  consigned  to  Con- 
rad Orre,  Clinton,  New  York.  Ask  for  speedy  settlement.  28. 
A  customer  reports  the  shortage  of  one  No.  256  chair  from  his 
shipment  No.  2768.  In  order  to  take  the  first  steps  for  re- 
covery from  the  railroad  you  must  get  the  freight  agent's  nota- 
tion of  the  shortage  on  the  receipt.  Ask  for  this.  29.  Customer 
claims  overcharge  on  invoice  of  June  30  for  2  doz.  pails,  which 
should  have  been  at  $0.89,  not  $0.95  as  charged.  Your  prices 
are  guaranteed  for  only  one  month.    You  think  he  ordered  from 


i 


EXERCISES  359 

an  old  price  list.  Write  the  letter  of  reply.  30.  A  customer 
wishes  to  return  a  sweater  from  his  order  No.  1478  because  the 
wrong  color  was  sent.  You  find  he  specified  no  color,  and  so 
you  sent  Dead  Grass  color  as  being  the  most  in  use  for  sports- 
men. Reply  to  his  letter.  31.  A  customer  writes,  asking  that 
a  repair  be  made  to  a  motor  in  three  days.  Your  standing  con- 
tract calls  for  ten  to  twelve  days  on  all  repairs,  but  you  have  a 
slack  season  and  can  ship  it  in  six  days.    Reply  to  his  letter. 

XXI.  (Chap.  IX,  esp.  Sees.  139b,  c,  e)  1.  An  electric  lamp 
manufacturer  writes  a  retailer  on  Feb.  17  that  his  order  for  an 
assortment  of  lamps,  placed  on  his  visit  to  the  plant  Feb.  16 
for  shipment  on  the  18th,  cannot  go  out  till  the  25th.  The 
retailer  writes  a  gentleman  in  his  city  that  the  shipment  from 
which  he  was  to  select  a  lamp  will  be  delayed  accordingly. 
Assume  that  the  purchaser  for  a  definite  reason  wanted  the 
lamp  before  Feb.  22,  and  make  what  adjustment  you  can  so  as 
not  to  lose  the  sale.  2.  A  woman  customer  notifies  a  depart- 
ment store  by  telephone,  of  damage  to  a  dining-room  table  sent 
May  10.  The  store  understands  that  the  damage  took  place  in 
the  shipping  department  and  allows  her  claim.  Later,  learn- 
ing that  the  damage  took  place  in  transit,  the  store  writes  her. 
suggesting  that  she  have  the  table  repaired  and  enter  claim 
against  the  railroad.  Write  this  letter.  3.  A  department  store 
receives  a  letter  from  Miss  Helen  Urquhart,  a  good  customer, 
reporting  the  discourtesy  of  a  clerk  and  a  floor-walker.  She 
came  to  the  glove  counter  at  9:15  A.  M.  and  was  unable  to 
attract  the  attention  of  the  clerk,  who  was  talking  to  others. 
The  floor-walker  gave  her  no  satisfaction.  Write  a  full-page 
letter,  applying  what  remedy  you  think  best,  and  emphasizing 
the  store's  desire  to  serve. 

XXII.  (Chap.  IX,  esp.  Sees.  139d,  e)  1.  A  coal  dealer  writes 
you  an  angry  letter,  saying  that  his  two  carloads  received  Nov. 
20,  each  checked  two  tons  short.  You,  as  the  shipper,  are  not 
liable  for  shrinkage  en  route,  but  this  loss  is  evidently  due  to 
theft.     Write,  offering  assistance  in  filing  a  claim  against  the 


360  APPENDIX    II 

railroad,  including  a  copy  of  your  record  to  show  that  the  ship- 
ment was  full  weight  when  it  started.  2.  Write  a  reply  from 
the  manufacturer,  to  the  first  letter  in  Exercise  XVII,  that 
three  refrigerators  were  shipped  the  competitor  by  oversight 
and  that  the  error  will  not  occur  again.  3.  A  retail  customer 
claims  ?15,  the  amount  paid  for  a  trunk  sold  her  which  has 
been  damaged.  The  manager  of  your  trunk  department  offers 
to  give  her  a  similar  trunk  in  exchange.  She  carries  the  matter 
to  your  Claim  Department,  which  in  a  letter  allows  her  $15 
towards  a  higher  priced  trunk,  refuses  to  return  the  money, 
and  points  out  that  the  damage  was  sustained  on  a  trip ;  that 
it  came  from  rough  handling  and  not  from  faulty  material, 
also  that  she  has  had  service  from  it.  It  upholds  the  manager 
of  the  trunk  department,  but  puts  the  matter  in  the  pleasantest 
light  Write  this  letter.  4.  On  Dec.  30,  1914,  a  customer  re- 
turned goods  for  credit,  which  when  received  were  short  a  pair 
of  cuff  buttons  at  $3.50.  You  filed  a  claim  in  his  behalf  with 
the  express  company,  which  is  now  refused.  Write  the  cus- 
tomer, reviewing  the  circumstances,  enclosing  the  express  com- 
pany's letter,  and  asking  if  there  are  any  other  facts  which 
U'ill  aid  in  making  a  further  claim.  5.  A  customer  in  Long 
Plain,  Montana,  writes  your  mail-order  house,  making  a  claim 
for  $21  for  six  days'  time  of  himself  and  his  team.  It  appears 
that  he  sent  in  an  order  for  goods  to  the  amount  of  $342,  en- 
closing a  money  order  for  the  whole  amount.  On  being  notified 
of  the  arrival  of  the  shipment,  he  drove  in  to  the  railroad,  a 
three  days'  trip  each  way.  He  found  the  goods  had  been  sent 
C.  O.  D.  with  $308.80  to  pay.  Not  having  the  money,  he  wrote 
you  to  release  the  shipment,  drove  home,  and  later  returned  to 
get  the  goods.  His  claim  is  for  the  time  of  the  extra  trip. 
You  find  that  when  the  money  order  was  entered  by  your  clerk 
the  decimal  point  was  put  in  front  of  the  2  instead  of  behind 
it  Write,  apologizing  fully,  granting  his  claim,  and  making 
him  a  handsome  present  besides.  6.  A  customer  has  bought  of 
you  an  Anseo  Camera,  but  writes  that  it  was  defective,  and 
that  he  has  returned  it  to  the  Ansco  Company  for  repairs.  He 
asks  credit  for  $11.00.    You  believe  the  camera  has  been  used. 


EXERCISES  361 

and  wish  to  examine  it  to  see  if  credit  should  be  allowed.  You 
have  written  this  to  the  customer,  and  have  tried  to  get  the 
camera  from  the  Ansco  Company.  They  have  not  replied  to 
your  letters.  Write  the  customer,  reviewing  the  situation,  and 
saying  you  will  credit  him  for  the  camera  if  neither  he  nor  you 
can  get  it  from  the  factory.  7.  A  customer  calls  attention  to 
his  order  of  Sept.  18  for  a  book  to  be  shipped  to  Watertown, 
Wis.  You  have  misflled  the  order  and  cannot  find  it.  Ask  him 
to  duplicate  the  order ;  apologize,  and  enclose  a  stamped  en- 
velope. 8.  The  New  York  Central  Railroad  at  Albany,  N.  Y., 
writes  you  that  they  have  on  hand  3  barrels  of  molasses  shipped 
Nov.  22  to  Edward  Hilton  and  refused  by  him.  You  find  the 
order  was  taken  by  Mr.  Carter  Feb.  16  for  shipment  Dec.  1. 
Write  Hilton,  asking  him  to  accept  the  goods.  9.  A  retailer 
writes  that  he  is  returning  the  consignment  of  shirts  shipped 
March  20  because  they  are  not  suited  to  his  trade  and  several 
have  shown  defects.  Write,  acknowledging  his  letter.  10. 
When  the  shirts  arrive  you  find  them  as  specified  in  his  order, 
and  free  from  defect.  Write,  refusing  to  allow  the  return. 
Refer  to  your  policy.     (See  142.) 

XXIII.  (Chap.  X)  1.  As  a  member  of  the  credit  depart- 
ment of  a  wholesale  house,  you  have  received  a  first  order 
from  an  unknown  customer  and  have  written  him  for  refer- 
ences, asking  in  the  meantime  for  a  payment  of  $100  to  allow 
the  order  to  go  forward.  The  customer  replies  that  he  has 
formerly  traded  with  the  St.  Louis  branch  of  the  house,  and 
encloses  the  $100.  Acknowledge  the  remittance,  give  notice  of 
shipping  the  order,  and  say  you  will  confer  with  the  St.  Louis 
branch.  2.  Under  the  same  circumstances,  you  have  received 
a  first  order,  accompanied  by  references,  for  goods  amounting 
to  $65.  Notify  the  customer  that  the  information  from  the 
references  has  been  satisfactory  and  that  the  order  is  receiving 
attention.  Suggest  larger  purchases.  3.  You  have  just  entered 
the  feed  business.  S.  H.  Daniels  &  Co.  ship  you  two  carloads 
of  oats  and  write  that  they  are  sending  the  bill  of  lading,  with 
draft  for  $1,590.00  attached,  to  your  bank.     This  is  because 


362  APPENDIX    II 

they  do  not  know  you,  though  they  have  given  terms  to  the 
firm  to  whom  you  have  succeeded.  You  write,  refusing  to  pay, 
asking  them  to  recall  the  draft,  enclosing  a  statement  of  your 
affairs,  giving  references,  and  offering  to  pay  one-half  the 
charge  for  the  shipment  by  check  upon  its  arrival.  4.  Write 
the  letter  Daniels  &  Co,  should  have  written  to  anticipate  all 
these  circumstances.  5.  A  tailor  in  Syracuse,  N.  Y.,  orders  u 
considerable  quantity  of  braid  fi'om  a  wholesaler  in  New  York, 
asking  for  immediate  shipment.  The  wholesaler  is  out  of  the 
kind  ordered,  and  sends  samples  for  selection,  meanwhile  in- 
vestigating the  tailor's  standing.  The  delay  loses  the  tailor  a 
sale,  and  he  writes  an  angry  letter  attributing  the  delay  to  the 
investigation,  implying  that  the  wholesaler  had  the  braid  in 
stock,  pointing  out  that  terms  were  extended  him  when  he  was 
located  in  Albany,  and  refusing  to  accept  the  braid.  Write  the 
wholesaler's  reply,  regretting  the  delay,  stating  that  the  tailor 
was  not  recognized  as  their  Albany  customer,  affirming  the  neces- 
sity of  investigation,  stating  the  facts  in  regard  to  the  braid, 
denying  responsibility  for  the  loss  of  the  order,  and  allowing 
the  return  of  the  braid.  The  letter  is  dignified  and  courteous, 
but  upholds  house  policy.  6.  As  the  credit  manager  of  a  hard- 
ware house  you  receive  a  letter  from  a  retailer,  enclosing  an 
order  for  immediate  shipment  and  asking  for  a  line  of  credit. 
He  refers  to  two  houses  with  whom  he  has  dealt  and  to  your 
salesman.  After  you  have  investigated  his  references  and  have 
found  them  satisfactory,  write  him  an  acknowledgment  and 
say  that  you  have  shipped  the  goods,  but  ask  him  to  fill  out  the 
enclosed  blank.  Allow  temporarily  the  regular  terms  of  thirty 
days  net,  but  imply  that  a  permanent  arrangement  cannot  be 
made  until  his  reply  is  received.  7.  The  customer  in  the  pre- 
ceding case  does  not  reply  to  your  letter.  After  twenty  days 
you  receive  another  order  from  him,  but  he  says  nothing  about 
the  desired  information.  Write  him  a  short,  courteous  letter 
ou  the  supposition  that  the  affair  has  slipped  his  mind.  You 
are  to  hold  up  the  second  order  until  the  information  is  re- 
ceived. 8.  Selecting  some  line  of  goods  with  which  you  are 
fairly  familiar,  assume  that  you  are  in  the  credit  department 


I 


EXERCISES  363 

of  a  house  handling  them.  You  receive  a  letter  from  an  old 
customer  who,  while  normally  good  pay,  sometimes  makes  mis- 
takes of  judgment  in  buying  for  his  store.  Write  him  a  letter 
in  a  friendly  tone,  making  use  of  the  fact  that  you  have  seen 
him  recently,  and  showing  that  you  know  these  goods  and  how 
they  sell.  There  are  two  items  in  his  order.  Ask  him  to  re- 
duce one  of  them  by  one-half,  and  to  have  the  other  sent  in 
three  instalments,  so  that  if  the  first  shipment  does  not  sell 
well,  he  can  cancel  the  other  shipments.  9.  Suppose  the  cus- 
tomer to  whom  you  have  written  this  letter  takes  offense  at 
your  request,  accuses  you  of  trying  to  run  his  business  for 
him,  and  then,  changing  his  tone,  urges  you  to  let  the  order 
stand.  Write  him  a  frank  and  friendly  reply,  showing  him 
that  he  has  already  nearly  reached  the  credit  limit  that  has 
been  arranged  in  his  case,  pointing  out  that  this  order  will 
take  him  over  the  line,  and  proving  that  the  request  is  made 
for  his  own  interests  as  much  as  for  yours.  Talk  specifically 
in  this  letter  about  the  goods  which  he  has  ordered.  10.  As 
the  manufacturer  of  a  prominent  brand  of  porch  screens,  you 
receive  an  order  amounting  to  $150  from  a  retailer  of  low 
standing.  Ask  him  for  permission  to  send  the  bill  of  lading 
with  a  draft  to  his  bank,  and  lay  stress  on  the  selling  qualities 
of  the  screens.  11.  From  data  of  your  own,  prepare  a  letter 
based  on  the  suggestions  in  163. 

XXIV.  (Chap.  XI)  1.  Write  a  fairly  long  and  earnest  letter 
of  collection  to  be  sent  ten  days  after  the  account  is  due,  mak- 
ing no  reference  to  the  customer's  obligations,  but  asking  for 
payment  on  one  of  the  following  unusual  grounds.  In  each 
case,  lay  stress  on  the  service  you  can  render,  (a)  You  are 
moving  into  a  new  building  and  have  unu.sual  demands  on  you. 

(b)  Your  manufacturing  operations  have  been  halted  by  fire. 

(c)  One  of  the  members  of  your  firm  is  about  to  retire  from 
business,  (d)  You  handle  farm  and  dairy  products,  and  since 
your  goods  are  rapidly  disposed  of,  your  terms  are  unusually 
short.  2.  A  new  credit  manager  who  is  reorganizing  his  de- 
partment finds  the  accounts  have  been  loosely  and  irregularly 


364  APPENDIX    II 

cared  for.  He  writes  personally  to  each  customer,  enclosing  a 
full  statement  of  account  to  date,  announcing  an  improved  pol- 
icy, showing  its  advantage  to  his  customers,  asking  for  their 
support,  and  promising  appreciation  and  service.  Write  such  a 
letter  to  an  important  customer,  referring  in  the  second  para- 
graph to  his  large  orders  and  hoping  for  continued  prosperity 
for  both  of  you.  3.  Prepare  a  paragraph  which  could  be  in- 
serted in  the  same  place  to  apply  to  firms  of  good  standing 
whose  orders  have  been  small,  asking  for  an  increase.  4.  Pre- 
pare a  paragraph  to  firms  of  medium  standing  whose  orders 
have  been  small,  saying  you  hope  that  circumstances  will  rap- 
idly improve  so  that  your  relations  can  be  closer  and  more 
advantageous.  (In  neither  problem  3  nor  4  should  direct  ref- 
erence be  made  to  the  customer's  standing.  The  letter  must 
be  carefully  prepared  so  that  with  the  changed  paragraph  it 
applies  equally  well  to  all  customers.) 

XXV.  (Chap.  XII)  1.  For  the  use  of  a  wholesale  dry-goods 
dealer,  prepare  four  short,  courteous  reminders  to  be  typewrit- 
ten, any  one  of  which  can  be  used  as  a  first  letter,  to  follow 
the  statement  sent  on  the  date  the  account  is  due.  Include  a 
paragraph  of  sales  material  in  the  form  of  a  special  offer  good 
for  one  month;  the  same  paragraph  can  be  used  for  all  four.  2. 
Prepare  two  stronger  reminders  for  the  same  purpose,  but  to 
be  sent  to  firms  who  have  formerly  been  delinquent  Do  not, 
however,  refer  to  past  dealings.  Include  sales  material  as  in 
problem  1,  but  on  a  different  subject.  3.  Follow  the  reminder 
VI  problem  1  with  a  somewhat  longer  reminder.  Refer  to  the 
customer's  own  business  (see  185),  using  his  name  and  the 
name  of  his  city,  suggesting  that  he  himself  knows  the  need 
of  following  up  accounts  and  keeping  capital  employed.  In- 
clude sales  material ;  connect  it  with  the  reference  to  his  busi- 
ness. 4.  Assume  that  a  retail  dealer,  whom  the  credit  manager 
of  a  wholesale  house  has  met  personally,  has  sent  no  reply  to 
two  statements  and  two  ordinary  reminders.  Write  him  a 
long,  courteous  letter,  asking  what  is  the  cause  of  the  delay 
and  suggesting  an  arrangement     Imagine  that  the  case  con 


EXERCISES  365 

oerns  a  retailer  of  your  own  acquaintance;  draw  on  your 
knowledge  of  his  business  to  make  your  letter  specific,  but  do 
not  become  too  personal,  or  seem  to  pry  into  his  affairs.  5. 
A  small  dealer  who  has  sometimes  been  irregular  has  allowed 
his  account  of  $215  to  run  for  ninety  days  instead  of  the  thirty 
days  allowed,  paying  no  attention  to  your  letters.  Assume 
that  he  is  in  difficulties  and  write  him  a  letter  of  medium 
length,  asking  for  a  remittance  at  once  to  cover  half  the  amount 
and  offering  to  accept  his  note  for  the  remainder.  6.  A  retailer 
of  good  standing  has  become  careless  of  late  and  is  allowing 
your  accounts  to  run,  without  asking  for  an  extension  on  them. 
On  a  previous  occasion  you  have  tried  to  have  an  understand- 
ing with  him,  but  he  sent  in  his  check  without  replying  to  your 
letter.  On  a  bill  of  $180.25  he  has  received  two  statements  and 
a  reminder.  Send  him  a  draft  through  the  Commercial  Na- 
tional Bank  of  his  city,  together  with  a  courteous  letter,  as- 
suming that  this  will  bring  the  matter  to  his  attention.  7.  A 
prosperous  firm  in  Indianapolis,  Ind.,  gives  your  salesman  small 
orders  of  about  $100  once  or  twice  a  year.  These  accounts 
have  frequently  been  delinquent,  though  the  money  has  always 
come  eventually.  An  invoice  due  Sept.  1  is  still  unpaid  on  Oct. 
3  in  spite  of  two  reminders.  Write  a  long,  frank  letter  asking 
for  larger  orders  and  better  relations;  use  strong  sales  mate- 
rial; assume  that  the  smallness  of  the  orders  has  been  to 
blame  for  their  having  had  irregular  attention. 

XXVI.  (Chap.  XIII)  1.  In  connection  with  some  one  of  the 
problems  in  Exercise  XXIV  or  XXV,  suppose  that  the  customer 
sends  in  another  order.  Hold  it  up  as  a  means  of  securing 
collection.  2,  Suppose  that  the  retailer  in  problem  6,  Exercise 
XXV,  writes  an  angry  letter  saying  that  in  all  his  dealings  with 
you  for  nine  years  you  have  never  sent  him  a  draft,  and  asking 
you  not  to  send  him  drafts  again.  Write,  acknowledging  the 
remittance  and  welcoming  the  opportunity  to  come  to  an  un- 
derstanding. Go  over  the  whole  ground  of  credit  education, 
with  a  very  guarded  reference  to  your  past  effort  and  his  de- 
linquency, trying  to  make  him  see  the  advantage  of  prompt- 


366  APPENDIX    II     . 

ness  and  regularity.  3.  After  writing  some  one  of  the  letters 
in  Exercise  XXIV  or  XXV  you  receive  an  angry  letter  with- 
out a  remittance.  Write  a  cordial  letter  explaining  your  posi- 
tion and  welcoming  the  opportunity  of  establishing  a  better 
understanding.  4.  A  retailer  asks  you  to  accept  his  sixty-day 
interest-bearing  note  in  payment  of  his  account  of  $186,  which 
Is  already  overdue.  Write  him  that  your  invariable  policy  is 
not  to  accept  notes,  and  that  you  prefer  leaving  his  account 
open  on  your  books.  You  will  expect  payment  by  the  end  of 
the  sixty  days.  5.  Your  bookkeeper  has  sent  by  mistake  an 
urgent  letter  to  a  customer  who  has  received  nothing  but  state- 
ments. He  writes  an  angry  letter  without  remittance.  Apolo- 
gize, express  appreciation  of  your  friendly  relations  and  say 
you  want  him  to  rely  on  them,  and  end  by  saying  that  you 
hope  the  explanation  will  clear  matters  up  and  that  you  may 
expect  his  check  for  the  amount,  $14.90.  6.  A  merchant  of  low 
standing,  over  whom  you  are  keeping  close  watch,  has  not  re- 
plied to  your  letters  of  April  6  and  April  16.  His  account  is 
now  thirty  days  past  due.  Write  him  a  i-ather  definite  letter  re- 
ferring to  the  points  made  in  your  previous  letters,  throwing 
emphasis  on  his  obligations,  and  hinting  at  the  unpleasant  con- 
sequences of  delinquency.  7.  A  firm  of  medium  standing 
which  does  most  of  its  business  with  you  has  suffered  on  ac- 
count of  a  bad  season,  which  has  prevented  its  farmer  cus- 
tomers from  settling  their  accounts.  The  firm  asks  for  an 
extension.  Grant  the  request  and  show  that  you  appreciate 
the  situation.  8.  A  rather  old-fashioned  merchant  writes  that 
he  finds  your  goods  hard  to  sell,  and  asks  a  sixty-day  extension 
on  that  basis.  You  know  the  goods  are  selling  well  elsewhere, 
and  your  salesman  tells  you  that  the  merchant  probably  is 
not  making  a  proper  effort  to  meet  competition.  Write,  grant- 
ing a  thirty-day  extension  and  enclose  the  details  of  a  selling 
plan  which  has  been  successful  elsewhere.    Show  enthusiasm. 

XXVII.  (Chap.  XIII,  esp.  Sec.  217)  1.  Write  a  brief,  cour- 
teous reminder  to  a  doctor  who  has  owed  you  a  coal  bill  of 
$60  for  three  months.     2.  Write  a  similar  reminder  to  a  man 


EXERCISES  367 

in  a  small  town  who  owes  you  for  a  suite  of  bedroom  furniture 
purchased  three  months  earlier.  3.  Assuming  in  the  latter  case 
that  only  statements  have  been  sent  out,  write  the  man  that 
you  have  just  received  some  pieces  that  will  be  suitable  either 
to  complete  the  suite  purchased  or  to  fit  out  another  room. 
Urge  him  very  strongly  to  come  in  and  see  them,  but  do  not 
mention  the  account.  4.  A  foreman  in  a  local  foundry  has 
stopped  trading  with  you,  leaving  a  bill  of  $75.81.  Your  state- 
ments and  reminders  have  been  unanswered,  and  the  bill  is 
eight  months  past  due.  Write  him  a  fairly  long  letter  show- 
ing that  you  appreciate  his  difficulties  and  are  willing  to  help 
him  out,  and  asking  him  to  step  in  and  make  an  arrangement 
that  will  not  burden  him.  5.  A  customer  of  yours,  a  young 
man,  who  has  reduced  an  old  account  from  $40  to  $32,  leaves 
town  to  enter  business  elsewhere.  He  has  promised  regular 
payments,  but  has  done  nothing.  Write  him,  saying  that  you 
know  he  is  under  expense,  but  remind  him  of  his  promise,  and 
appeal  to  his  desire  to  start  right  in  the  new  town.  6.  The 
customer  referred  to  in  problem  4  has  made  no  reply.  Notify 
him  that  on  March  8  the  account  will  be  given  to  your  attorney 
with  instructions  to  proceed  with  its  collection.  Make  the  let- 
ter courteous  and  express  regret  that  you  have  found  it  neces- 
sary to  take  such  action. 

XXVIII.  (Chap.  XIV,  esp.  Sec.  226)  Collect  talking  points 
about  an  article  offered  for  sale,  or  about  the  service  of  some 
wholesale  or  retail  business  with  which  you  are  familiar.  A 
manufactured  article  displayed  at  a  local  store  or  one  in  use 
where  you  can  see  it,  may  afford  a  topic.  Magazine  adver- 
tising and  booklets  can  be  drawn  on,  if  desired,  to  supplement 
the  study,  but  personal  observation  should  come  first.  Cover 
the  ground  thoroughly  under  the  heads  suggested  in  226.  Write 
out  the  points  in  sentence  form,  though  they  need  not  be  in  the 
form  in  which  they  would  appear  in  letters.  Group  the  points 
under  three  or  four  divisions,  choosing  for  these  divisions  the 
main  features  which  will  appeal  to  the  prospective  customer. 
The  following  list  will  prove  suggestive; 


368 


APPENDIX     II 


farm  wagon 
cream  separator 
small  gas  engine 

for  farm  use 
sewing  machine 
kitchen  cabinet 
refrigerator 
vacuum  cleaner 
electric  iron  or 

toaster 


dish  washer 
aluminum  cooking 

utensils 
pressure  system  to 

provide    running 

water  in  country 

houses 
filing  cabinet 
dictaphone 
adding  machine 


typewriter 

farm  produce  sold  by 
parcel  post 

summer  resort 

country  department 
store 

dry-goods  store,  fur- 
niture store,  drug 
store,  etc.,  in  a 
small  city 


These  subjects  can  be  made  the  basis  of  sales  composition  which 
is  not  cast  into  letter  form.  They  can  be  briefed  and  pre- 
sented as  argument  in  written  or  oral  form,  introducing  re- 
buttal on  such  questions  as  the  cost  of  purchase  and  operation, 
considered  against  the  saving  in  money  effected  by  the  use  o£ 
an  article;  or  the  merit  of  one  article  may  be  compared  with 
that  of  another  in  the  same  field. 

XXIX.  (Chap.  XIV,  esp.  Sees.  227-233)  In  connection  with 
the  material  of  the  preceding  exercise,  select  a  particular  audi- 
ence and  a  definite  plan  of  sale,  making  use  of  samples  and  of 
introductory  or  trial  offers. 

(Chapter  XXI  on  Form  Letters  may  be  studied  at  any  point 
in  connection  with  the  following  exercises,  or  it  may  be  left 
for  separate  study.) 


XXX.  (Chaps.  XIV,  XV.  Chap.  XVII  may  also  be  used  here, 
or  left  for  separate  study.)  1.  Write  an  assigned  number  of 
unconnected  letters  upon  the  material  collected  for  Exercise 
XXVIII,  addressing  different  classes  of  customers,  or  selling 
-trticles  of  high  and  low  price  to  the  same  class  of  customers. 
Give  each  letter  unity.  (See  274.)  2.  With  the  aid  of  Chaptei 
XVI,  write  a  series  of  follow-up  letters.  (Exercise  XXXH  is 
also  based  on  Chap.  XVI.) 


EXERCISES  369 

XXXI.  (Chap.  XV)  1.  Write  a  letter  to  accompany  a  booklet 
sent  in  answer  to  any  one  of  the  inquiries  in  Exercise  IX.  2. 
Suppose  that  a  doctor  calls  up  a  retailer  by  telephone  to  ask  if 
he  handles  certain  goods,  or  that  he  sends  a  general  inquiry  on 
a  postal.  The  goods  he  is  interested  in  will  mean  a  sale  of 
about  $25.  Select  an  article  you  are  familiar  with  and  write 
the  doctor  the  same  day,  fitting  the  appeal  to  his  needs. 

XXXII.  (Chap.  XVI)  1.  Follow  one  of  the  letters  in  Exer- 
cise XXXI  with  a  second  and  a  third  letter.  2.  On  the  basis  of 
the  suggestions  in  Exercises  XXVIII  and  XXIX,  write  a  series 
of  connected  letters ;  any  number  assigned.  3.  Study  the  series 
of  trunk  letters  or  the  series  of  farm  mortgage  letters  at  the 
end  of  Chap.  XVII,  and  write  letters  to  fill  one  or  more  of  the 
gaps  in  the  series,  according  to  assignment.  4.  Write  a  series 
of  three  letters  from  a  business  correspondence  school,  using 
the  following  material:  (a)  Enclose  enrollment  blank  giving 
prices  and  terms;  state  plans  for  easy  payment.  The  course 
will  increase  your  earning  power.  Refer  to  testimonials  from 
students.  You,  too,  can  succeed.  We  help  you.  Your  future 
depends  on  this,  (b)  The  value  of  knowledge  which  you  gain 
from  successful  men.  This  value  is  in  our  course;  a  better 
teacher  of  salesmanship  than  your  personal  experience  can  be. 
(c)  What  is  the  value  of  your  ability,  in  money?  Brain  power 
lies  behind  this.  Figures  show  the  small  cost  of  the  course 
compared  to  even  a  small  increase  in  your  earning  power.  5. 
Using  data  of  your  own,  or  data  drawn  from  other  exercises, 
write  a  letter  based  on  254.    6.  Write  a  letter  based  on  255. 

XXXIII.  (Chap.  XVII)  1.  From  a  dry-goods  store  or  a  de* 
partment  store  in  a  small  city,  send  out  a  letter  addressed  to 
women  on  an  electric  line  running  to  a  small  town  nearby.  Em- 
phasize the  attractive  idea  of  coming  into  town  to  shop.  2, 
Follow  this  with  a  letter  sent  two  months  later,  offering  a  spe* 
cial  article  at  a  special  price.  The  object  of  getting  the  cus- 
tomer to  come  to  town  is  secondary  in  this  letter.  3.  From  the 
oflSce  of  a  manufacturer  of  filing  equipment,  write  a  letter  to  a 


370  APPENDIX    II 

local  dealer  informing  him  of  an  inquiry  from  a  man  located  in 
his  territory.  (An  indefinite  number  of  letters  can  be  based  on 
258-261.) 

XXXIV.  (Chap.  XVIII)  1.  Secure  from  a  newspaper  a 
"want  ad"  for  a  minor  position  and  write  a  short  letter  in  reply. 
Unless  the  whole  class  takes  the  same  advertisement,  attach 
to  the  top  of  your  letter  the  one  to  which  you  reply.  2.  Select 
a  position  which  you  would  like  to  secure,  either  for  the  sum- 
mer or  iv/i  permanent  employment,  and  write  the  best  letter 
you  can,  applying  for  it. 

XXXV.  (Chap.  XIX)  1.  In  reply  to  the  fourth  letter  in  Ex- 
ercise X,  write  a  letter  of  recommendation.  2.  Assuming  that 
you  are  the  employer  of  some  person  you  know,  write  a  letter 
recommending  him  for  the  position  mentioned  in  the  advertise- 
ment in  Exercise  XXXIV.  3.  You  have  rented  your  summer 
cottage  to  Mr.  Arthur  James  and  his  wife.  Write,  introducing 
them  to  your  summer  neighbor,  Mr.  H.  F.  Smith.  4.  Your 
friend.  Miss  Catherine  O'Neill,  wishes  to  attend  some  courses 
in  your  institution  as  auditor;  she  is  especially  interested  in. 
advertising.  As  professor  of  mathematics,  write,  introducing 
her  to  Prof.  E.  B.  Barnes,  who  has  charge  of  the  advertising 
courses. 


INDEX 


(References  are  to  pages.) 


Abbreviations,  61,  62 
states  and  territories,  344 
titles  used  in  address,  344 
Acknowledging       settlement, 

223 
Acknowledgments,  86-89 

post  card,  87 
Address, 

at  end  of  letter,  37 
envelope,  38 
introductory,  32,  33 
position  of,  36 
punctuation  of,  38 
Adjustment     letters,     93-136 
(See  also  "Errors") 
classified  illustrations,  122- 

136 
dangerous  promises,  103 
how  to  ask  for  adjustment, 

94 
how   to   make   adjustment, 

98 
length  of,  109,  110 
mistakes    in    language    in, 

119,  120 
promptness  of  replies,  108 
sales  material  in,  121 
summary  of,  124,  125 
to  angry  customer,  110 
Advertising, 
other  vs.  the  letter,  234 

371 


Advertising — Continued 

sales    letters   a   branch    of, 
233 
Advice  about  buying,  142 
Agency, 

collection,   199-201 

"fake,"  201 
Anger  useless,  96-98 
Angry  customer, 

adjustment    letters    to,    110 

collection   letters  to,  212 
Announcement  vs.  appeal,  236 
Appeal  for  action,  260 

to  the  best  instincts,  262 
Appearance,  25 

in  applications,  313 
Applications     for     positions, 

307-314 
"Are  you  interested?"  274-276 
Arrangement  of  material,   12 

in  adjustments,  110-117 

in  applications,    309-312 

in  collections,   227 

in  sales,  244-250 
Assumptions,    in    collections, 

176 
Attorney,  201 
Audience  for  sales  letters, 

needs  of,  239 

size  of,  238 

tastes  of,  239 
Auxiliary,  sales  letter  as,  234 


372 


INDEX 


Cablegrams,  343 
Claims, 

how  to  grant,  106 

how  to  refuse,  107 
Classifying  correspondence,  5 
Clearness,  10 
Clincher,  245,  260,  312 

typical   errors   in,   260 
Coherence,  12,  321 
Collection   agency,    199-201 
Collections, 

close,  204 

discussion  in,  190-194 

follow-up,   183-207 

object  of,  170 

principles  involved,  168-182 

promptness  in,  171 

special  phases,  206-232 

system  in,    181 
"Complaint,"  93 
Completeness,   13 
Complimentary  close,  43 
Conciseness,  12 
Confidence,   securing,  241 
Conversation,      imitated      by 

letter,  7 
Conviction,  245,  256-259,  310 
Correctness,    13,    15,    96-107, 

112 
Courtesy,  15 

abuse  of,  76 

vs.  rough  treatment  in  col- 
lections, 224 
Credit, 

granting,   146-148  • 

purpose  of,   137 


Credit — Continued 

refusing,  148 

relation  to  collections,  137 

salesmanship  in  extending; 
149 

understand  before  studying 
collections,   168 
Credit  education, 

effect  upon  collections,  143 

in  retail  trade,  144 

material  for,  141 

opportunity  for,  140 

summary  of,  143,  144 
Credit  letters,  137-167 

illustratiorts  classified,  ISO- 
167 

in  retail  trade,  138 

tone  of,  145,  146 
"Credit   man,"  duties  of,    138 
Customers, 

financial     classification     of, 
180 

helping      them      to      keep 
goods,  100-102 

new,   welcoming,   90 


Date, 

not  in  figures,  30 

with  letter-head,  30 
Dealers,  letters  to,  287-289 
Definite    statements,    in    ad- 
justments,  108 
Dignity,  7 
Directions  for  writing,  final, 

19-21 
Discount,  141 


i 


INDEX 


373 


Discourtesy    in    adjustments, 

103 
Discrepancy,    claims    of,    213 
Drafts,   196-198 
if  dishonored,  198,  199 

£ 

Emphasis,  323 

mechanical,  324 
Employer,   requirements,  307 
Enclosures,  83-85 

"enc,"  84 

"enclosed  please  find,"  85 
Envelope,  51 
Envelope  address,  38 

return    card,   39 

special,  39 
Envelope,  enclosed,  stamped, 

75 
Errors  due  to  dictation,  16-19 
Errors  requiring  adjustment, 

customer's,  114-117 

partly     customer's,     partly 
yours,  112,  113 

third  party's,  111,  112 

yours,  110,  111 
Excuses  in  collections,  173 
Exercises,  346-370 
Explaining   unusual    urgency 

in  collections,  174 
Extensions, 

granting,  220 

refusing,  220-223 


Farmers,  letters  to,  285 
Filing  correspondence,  337-341 


First  sentence,  62-71 
Flattery,  avoiding,  262 
Flexibility  in  collections,  175 
Follow-up,  collection,  183 

first   steps,    185 

later  steps,   185 

summary  of,  202-204 
Follow-up,  sales,  267,  293-306 

classifying,  272 

length  of,  272 
Form  letters,  328-336 

"fill-in,"  334 

objections  to,  331 

purposes,  330 

varieties,  328 
Frankness,  avoiding  unneces- 
sary, in  collections,  174 
Friendly   relations   in   collec- 
tions, 176 

H 

Heading     in     sheet     without 

letter-head,  28-30 
Holding   up    the    order,   206- 

212 
Honest,    most   men   are,    106 
Humor,  avoid  in  letters,  8 


Identity  of  interests  in  cred- 
its, 142 
Indentions.  48,  324,  325 
Information, 

asking,  72-77 

giving  or  refusing,  77-80 
Information,  credit, 

from  the  customer,  139 


374 


INDEX 


Information,  credit— Cow. 
outside  sources   of,   139 
use   of  personal   in   collec- 
tions, 179 
Inquiry, 
answering,  263,  267,  293-306 
leading  to  purchase,  72 
Inquiry,  routine,  72 

on  unfamiliar  subject,  73-75 
Insulting  language  in  collec- 
tions, 179 
Internal     reference    to    pre- 
vious  letter,   71 
Introductions,  317 


"Jogging"   letter,   276-279 


\  m 

Mistakes  in  language,  56-71  ^ 

in   adjustment   letters,    119, 

120 

N 

Negative   suggestion, 

adjustments,  120 

applications,  312 

asking  information,  76 

sales  follow-up,  279-283 
Neglect    of    correspondence, 
95,  96 


Opportunity  of  business  let- 
ters, 1-9 
Orders,  81-83 


Length, 

of    adjustment    letter,    109, 
110 

of   collection    letter,   228 

of  sales  letter,  243 
Letter, 

how  read,  10 

how  written,  16 
Letter-head,  30,  51,  53 
Liability     in     transportation, 
121,  122 

M 

Make-up  of  the  letter,  25-48 
Margins,  36,  46,  324 
Material,  gathering  for  sales, 
237 


Paper  and  envelopes,  49-52 
Paragraphing,  10,  11,  325 

in  sales,  244 
Part    payments,    218 
Participial  conclusion,  42 
Parts  of  the  letter,  25 
Payment,  insisting  on,   175 
Personal  quality,  7 

in  sales,  240 
Persuasion,  245,  259,  311 
Point    of    contact,    245,    250- 
252,  310 

typical  errors  in,  253-256 
policy, 

generous,  but  not  extrava- 
gant,  106 

referring    to,    in    refusing 
request,  78 


INDEX 


375 


Pol  icy — Contin  ued 

regular,  in  collections,   175 
Postal    information,    38,    39, 

336,    345 
Principles   of   effective   writ- 
ing,  319-327 
Printed  matter,  referring  to, 

264-266 
Printing  on  letter  sheet,  52-55 
Promises,   dangerous,   in   ad- 
justments,   103 
Promptness, 

in  collections,  171 
in  investigating,   108 
in  replying  to  request  for 
adjustment,  108 


Questions  that  produce  a  re- 
ply, 270-272 


Reasons,    giving,    in    collec- 
tions, 172 
Recommendations      and     in- 
troductions, 315-318 
Record,  keeping  a, 
in  adjustments,  99 
in  collections,  181 
Regularity  in  collections,  171 
Reminder  with  statement,  186 
as     form     or     typewritten, 

186 
simple,   187 
stronger,   189 
Remittances  and  enclosures, 
83-85 


Repetition,  in  sales  follow-up, 

267 
Retail  collections,  229-232 
Retail   credits,    138,   144 
Rough    treatment    vs.    cour- 
tesy in  collections,  224 


Sales  letters, 

building  the  letter,  243-266 
classified  illustrations,  290- 

306 
every  letter  a  sales  letter,  235 
first  principles,  233-242 
follow-up    letters,    267-284, 

293-306 
special  cases — illustrations, 

285-306 
summary  of,  289 
Sales   material, 

in  adjustments,  121 
in  collections,  186 
Satisfaction  guaranteed,  105 
Salesmanship  in  print,  238 
Salesman  vs.   the   letter,  233 
Salesmen,  letters  to,  286,  287 
Salutation,  41 
Second  sheets,  34 
Selling    letters     (See    "Sales 

Letters") 
Selling  your  services,  307 
Sentences,  327 

Sharp     language     in     collec- 
tions, 178 
Shipment,  notice  of,  89-92 
Shipments      (See     "Adjust- 
ments") 


376 


INDEX 


Short,  letter  too,  13 

Signature,  43-46 

Simplicity    in    sales    letters, 

243 
Sincerity,  7 
Social     letter     imitated     by 

business  letter,  8 
Spacing,  12,  33,  47,  325 

between  parts  of  letter,  48 
-St,  -nd,  -rd,  -th,  30 
Statements,  collection,   185 
Stock  phrases,  56,  85 

list  of,  57-61,  119 
Subject, 

begin  with,  12 

demands    of    in    sales    let- 
ters, 240 

one  letter  to  a,  12 
System,  4 

in    adjustments,   99 

in  collections,  181 


Telegrams,  343 

Temper,     never     lose     your, 

103-105 
Testimonial,  316 
Testing  a  sales  letter,  284 
Thanks,  letter  of,  76 
Titles,  34-36 
Trouble, 
certain  to  occur,  93 


Trouble — Continued 

emphasizing,   94 

if  you  discover  it  first,  117' 

notice  of  serious,  94 

serious,  109,  110 

settle,  but  keep  the  cus- 
tonier,  99 

settle  without  loss,   100 

slight,  in  adjustments,  109 
Type,  elite  or  pica,  47 

U 

Unity,  320 

Urgent      letters,      collectioHj 

194,  195 
Usage,  26 

variation  in,  27 

violation  of,  27 


Variety   in   sales   letters, 

appearance,  270 

subject  matter,  267-270 
Varying   collection    methods 
229 

W 

"We"  or  "you,"  237 
Window  envelope,  51 
Women,  letters  to,  285 
Words,  choice  of,  325 
Writing  the  letter,  10-21,  31? 


UNIVERSITY  OF  CALIFORNIA  LIBRARY 

Los  Angeles 
This  book  is  DUE  on  the  last  date  stamped  below. 


MAR  1  6   1962 
JAN  2  9  1964 


Form  L9-32m-8,'57(.C8680s4)444 


UC  SOUTHERN  REGIONAL  LIBRARY  FACILITY 


A     000  245  958     4 


SOijTHERN  BHMiH<.i., 

UiNIVEHSITY  OF  CALIFORNIA. 

LIBRARY, 

>LOS  ANGELES,  CALIF. 


